Key Marketing Insights About the Clickshare Google Ads

There is no shortage of metrics to get Google Ads insights from. Despite the sometimes-overwhelming array already available, Google is set to roll out the Click Share metric to Search campaigns in the coming weeks.

Users of Shopping campaigns may already be familiar with the Click Share metric benefits, particularly when it comes to competitive analysis in Ads. However, for many marketers, this is yet another aspect of Google Ads to learn about.

So, just what can the Click Share metric do for you?

What is Click Share?

First and foremost, let’s answer the most obvious question:

What is the Click Share metric?

In simple terms, when you consider all the clicks your ad was eligible to receive, the Click Share is the percentage your ad actually got. The maximum number of achievable clicks depends on two factors:

1. The prominence of the ad
2. The number of ads displaying for each search query

The Click Share metric is calculated with the following formula:

Click Share = Clicks Received / Total Achievable Clicks

Sometimes you may see a minus sign ( – ) in the Click Share column. This indicates that the campaign doesn’t have a sufficient number of clicks to provide an estimate of your current Click Share.

How to View the Click Share Metric

In a similar way to Search Impression Share, Google Ads considers the ad auctions throughout the day and analyzes every auction that your ad was in. You can view this metric in Search campaigns and Shopping campaigns, at the following levels:

Search campaigns

• Campaign
• Ad group
• Keyword

Shopping campaigns

• Product group
• Campaign
• Ad group
• Item ID, brand, category, product type, custom label, channel, and all other shopping attributes

Understanding the Value of Click Share Metric for Marketers

This metric is useful because it helps us to determine key areas in our campaigns that can be improved for better lead generation.

Let’s say your ad copy has a Click Share of 30% out of 100 possible clicks. That leaves another 70 clicks on the table, which you could have received by tweaking the following factors:

• Adding more extensions
• Make higher bids
• Increase your budget
• Display more products for user search queries

5 Key Click Share Metric Benefits

The benefits of using the Click Metric as a guiding principle revolve around gauging performance and improving traffic for your pay-per-click (PPC) campaigns. Here are some ways to use Click Share to enhance your campaign:

1. Identify Opportunities for Growth

Identify channels and product groups that could potentially generate more traffic. Once you find these opportunities, you can increase bids and improve the quality of your ad feed.

2. Understand Your Traffic

Develop a better understanding of traffic patterns. When you get a big picture view of the traffic arriving on your site, you will be able to make more accurate projections and smarter marketing decisions.

3. Gain a Competitive Advantage

Gauge performance relative to your competitors. More clicks in search queries indicate a growing interest in what you have to offer. This provides you with a competitive advantage as you can actually increase clicks by optimizing your campaigns according to the Click Share metric.

4. Quick Performance Insights

Determine the efficacy of your ads with a glance at the percentage value. This allows for quick insights into audience engagement and ad relevance.

5. Estimate CTR

Get an estimated clickthrough rate (CTR) as the Click Share metric is based on your auction performance. You can project your expected CTR in line with your efforts to improve the current Click Share.

How to take a good Click Share in Google Ads

So, what happens if your campaign has a low Click Share value? It’s a common problem, but you’ll be glad to hear that is not impossible to fix. In fact, you can do quite a lot of things to remedy this situation, such as:

• Increase your keywords bids in order to drive conversions and generate a higher Return on Ad Spend (ROAS).
• Optimize all product titles and descriptions to align them with user intent. With greater relevance, you can attract more qualified users from search queries.
• Review product images. Clear, hi-res images are important as they convey a more professional, trustworthy business that offers quality products and solutions.
• Focus on impression share. Don’t put the horse before the cart — you need to boost impressions before you can get clicks. By making efforts to attain absolute top impression share, you can gain a higher Click Share.
• Don’t panic about small changes. Remember that Click Share is just an estimate, so you don’t need to make reactive changes every time there is a little fluctuation in the metric. By constantly changing bids, you may upset ad quality and relevance in all auctions, even those in which you were previously competitive.
• Be aware that the number of eligible clicks is not a fixed value. Just as your received clicks can go up and down, so too can the number of clicks your ad is eligible to receive. So, your ad may receive more clicks, but its Click Share may drop because the number of eligible clicks has soared. To maintain a decent Click Share value, consider ways of improving ad quality or else increase bids or ad extensions. These measures are also useful when you are losing impressions due to Ad Rank or budget issues.

Embrace the Click Share Metric to Gain a Competitive Edge

With Google Ads, insights are everything. The Click Share metric is exceptionally useful in that regard, as it helps you understand your ad performance and traffic flow at a glance. When you consider this metric alongside Impression Share, you will be able to identify lots of high-value opportunities to get a better ROAS.

Impression Share lets you know how often your ad is getting in front of shoppers, while Click Share shows you how effective your ad is in actually winning those potential customers.

When it comes to competitive analysis in Ads, every little edge counts. The Click Share metric may well be your best friend when it comes to boosting Search campaign performance this year.