Impression Share Lost (ISL)

Definition

The ads you didn't get to show because your bid was too low or budget ran out. It's leaving money on the table, but digitally.

Example Usage

We lost 75% impression share due to budget—scaling campaigns would require either more money or more realism about ROI.

Origin

Google Ads and search marketing terminology

Fun Fact

Impression Share Lost to Budget is how Google subtly tells you that you should spend more money.

Source: Search engine marketing terminology

Related Terms

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sound-alike

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pyramid

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Organic Search

Unpaid traffic from search engines where users find your content through natural ranking. It's the traffic you deserve but have to work hard to earn.

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sui generis

Something unique and in a class by itself, Latin for 'of its own kind'—legal speak for 'we've never seen this before a...