Industry · Status at source date: Newsletter archive
Track brand demand with an impressions-per-impression-share custom column
Brad Geddes has shared an underused Google Ads custom column for brand campaigns: impressions divided by impression share, multiplied by 100. Trended over several weeks or months, it shows how many impressions each point of impression share was worth, revealing when brand search volume was rising or falling.
What changed
The method: use a date range of a few months, segment the data by week or month, and watch the number: as it rises, each point of impression share represents more impressions, indicating growing brand demand. Advertisers can then correlate those periods with other marketing activity or account changes to see what drove the shift. It is a simple, effective way to read brand demand without extra tools.
Why it matters for advertisers
For you, this means a quick custom column can turn impression share into a usable brand-demand signal over time. Worth building it into your brand campaigns and aligning the trend with your other marketing efforts to see what moves brand search.
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Track brand demand with an impressions-per-impression-share custom column
Brad Geddes has shared an underused Google Ads custom column for brand campaigns: impressions divided by impression share, multiplied by 100. Trended over several weeks or months, it shows how many impressions each point of impression share was worth, revealing when brand search volume was rising or falling.
The method: use a date range of a few months, segment the data by week or month, and watch the number: as it rises, each point of impression share represents more impressions, indicating growing brand demand. Advertisers can then correlate those periods with other marketing activity or account changes to see what drove the shift. It is a simple, effective way to read brand demand without extra tools.
For you, this means a quick custom column can turn impression share into a usable brand-demand signal over time. Worth building it into your brand campaigns and aligning the trend with your other marketing efforts to see what moves brand search.
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