Can your ads drive sales if nobody sees them? Of course not.
This is why ad impressions (that is, the number of times people see your ad) are among the most prominent advertising KPIs that marketers use to analyze ad performance.
If your ad has thousands of impressions but very few clicks, something might be wrong with your ad copy. But if your ad isn't getting many impressions to begin with, you need to find out why Google isn't showing it to your audience and how you can fix it.
Impression share provides insight into your ad performance and helps you understand if your ad is reaching your target audience the way you want and if it has potential. It is not a specific key performance metric, so the goal is to know you have traction, not to reach 100%.
So, how do you increase the impression share of your Google ads?