But why is my impression share so low? Does that mean we are not performing? <- Has your client or boss said this to you when your impression share is low? The Paying for Attention team reviews why impression share is not so much of a performance metric, but an opportunity metric. Specifically the team goes over how to approach those opportunities to scale efficiently. Don't fall into the trap of blowing through budgets or increasing keyword bids just to capture more impression share - if you do, you probably won't be working on those campaigns for long.