Ranking plays a huge role in the success of an ad campaign. More than 70% of all traffic on search engines such as Google interacts only with the first ten results, meaning that it is crucial to optimize search result ranking.
Search Lost IS (Rank) measures the percentage of Search Impression Share lost due to poor Ad Rank.Tweaking and optimizing keyword usage to be more specific to your page can help lower impression share loss. Another way of achieving this is by improving the quality score of your keywords. If all else fails, it may be best to alter the Spend to Maximize Impression Share.
Google Ads defines Search Lost IS Rank as the "percentage of times your ad wasn't shown due to poor ranking. This means that if your Search Lost IS Rank column shows you have 30% lost keyword ranking, then your ad doesn't show up for 30% of all searches containing your keyword.
Search Lost Impression Share represents lost potential. It means that your campaign could have won impressions but did not, due to factors that can be controlled and fixed. By tracking this metric regularly, you can significantly improve ad performance and get a better return on ad spend.
