Identify the Keywords with High CTR and Low Impression Share

Google Ads
6 min read
İsmail Atasoy
Nov 25, 2022

Do you think that you are using the right strategies and that you can really use the full potential of the keywords that you think are performing well? Maybe there are some points you missed🤔

There are many different metrics you can use to tell if a keyword is performing well. One of them is click-through rate (CTR). CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.

Of course, if the keywords you promote for products have a high CTR rate, this can be an indicator of success. However, this alone is not enough. A keyword with a high CTR shows that it has potential and fits users' search intents. However, another important point is the impression share of this keyword.

Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get. In other words, impression share is a metric that shows how much of the potential of the keyword you use can be revealed. Targeting options, approval statuses, and quality are just a few of the different factors used to estimate eligible impressions. If the keywords you use while promoting the products have both a high CTR rate and a high impression share rate, this will allow you to understand that you have applied the right strategy. However, if the IS is low, it indicates a problem that you need to focus on.

How to Identify the Keywords with High CTR and Low IS

1) The first thing you need to do is register to choose heybooster to guide you and keep track of your steps!

2) Secondly, connect the data sources and heybooster by clicking the Integrations title from the left side menu. Yes, they are all ready to be connected on a single screen and with one click 😊

3) Third, click the Insight Categories title to run the Black Friday Performance package.

4) Then click on Conversion-oriented keywords with high CTR.

5) And it's that simple! Now, thanks to heybooster, you have access to data that will reshape your strategy. If you wish, you can instantly be informed about the changes and take quick action with the options of sending daily, weekly and monthly alerts by clicking on the Set a Notification option.

Why Is It Important to Identify the Keywords with High CTR and Low IS?

1) Get Faster Results🚀

Normally, when you try to promote your products using a keyword, you may not be so sure of the results you will get. Because you apply different strategies to promote your products in accordance with users' search intents and sometimes you may not achieve 100% success. However, keywords with a high CTR rate are those that have already brought you a certain amount of success. All they tell you is “Hey, introduce me to more people!” because these have proven your success. So, since they are already performing well, all you have to do is increase impression share and continue performance tracking. This way, the whole process will go much faster.

2) Take Action Quickly🏃

It is very critical for different users to come to your site and browse your products, especially during the discount seasons, for the reasons we have mentioned above. However, instant or long-term changes in Google's algorithms can also cause changes in the performance of your keywords. That's why you need to track whether your keywords are performing in the direction you want and take quick action. In other words, one-time analyzes may not be sufficient before sales periods or pre-season product feed creation periods. Because the changes that will occur during this process bring along the necessity of making changes in the plans that you have created before.

That's why it's critical that you detect these keywords and track their performance throughout the process. Thanks to this tracking, you can be informed about the changes quickly and you can take quick action in the same way. Remember, achieving success in the eCommerce world is a long journey and you need to take every step carefully😊 Fortunately, with heybooster, you can both detect these words and be aware of the changes that occur with the option to receive regular notifications. We'll talk about how to do this in a moment.

3) Unlock the True Potential of Keywords🤑

Although the keywords you use bring good results according to certain metrics, if the impression share is low, it means that the real potential of these keywords is waiting to emerge in the depths. Because if you have a limited number of users interacting with your keywords and still have a high CTR rate, it is like playing basketball in a single basket with your marketing team on a huge basketball court. In fact, it means you are ignoring the opportunity to expand and increase your authority on the SERP even more. So if you use a strategy that shows these keywords to more users and touches on more points, this can lead you to absolute success. In other words, you can play a perfect basketball match on a huge basketball court with moves to increase impression share 😊

4) Stay in the Race💪

Especially during periods of great discounts for a limited time, such as Black Friday, users search to purchase. If the products they find are interesting and fit their search intent, the purchasing process takes place much faster than usual. Therefore, being visible to users during these periods is of great importance.

It would be wise to detect keywords with a high CTR rate but low impression shares and then execute strategies to increase this IS rate. Thus, you can be visible on the SERP and increase the number of conversions. 😊


To summarize, it is also critical to track how often users encounter these keywords, rather than just analyzing whether they are engaging or not. In this way, you can create strategies that will bring keywords closer to their potential and ensure that you do not lag behind your competitors on the SERP.

One of the best ways to do this is to detect keywords that have low impression share despite having a high CTR ratio and take action to improve your performance.

Of course, we are sure that you have already decided to do all this with heybooster completely automatically and very quickly.

We can't wait to meet you and boost your performance!


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