CTR above all else can lead to poor choices. Could I probably make a few friends at a college activity fair with this sign? Sure. Will they still be my friends if I don't really have the goods? Probably not. Similarly, advertisers may be able to attract more clicks with certain versions of ad text, but end up hurting conversion rate or brand sentiment in the process. As such, it's important to avoid pitfalls such as overpromising or misleading searchers in pursuit of a higher CTR. Impression share

You like to be seen and making sure your ads are there for a minimal share of relevant searches makes you feel good about your competitive position in searches. It's important to constantly put yourself in front of users looking for queries related to your business jewelry retouching service offerings, and that visibility can sometimes come at the expense of less visible metrics like return on ad spend. Advertisers can access estimates of the share of relevant impressions served by their ads on the SERP using Google Auction Insights reports. These reports

also contain information about how often specific competitors serve ads, as well as other metrics such as average position and page-to-page rate. Looking for search impression share as your primary KPI is not that different from buying TV advertising to reach a specific segment of the TV-watching population. Maybe in search you focus on 100% of people searching for “red running shoes”, while in TV you want to reach ESPN viewers in the 7:00 p.m. timeslot. at 8:00 p.m. on the