Impression Share is probably one of the most useful functions included in the AdWords advertising platform because it helps advertisers organize their campaigns better with minimum financial effort. Basically, this feature represents "the percentage of times your ads were actually shown in relation to the total number of chances your ads could have been shown, based on your keyword and campaign settings," the Google representatives said. It is quite similar with Share of Voice, "a metric often used in the advertising industry to represent the relative portion of ad inventory available to a single advertiser within a defined market over a specified time period."

As you know, the AdWords advertising product is very important for numerous companies on the Internet because it helps them to advertise their products using the power of the Mountain View giant. Recently, Google was quite reticent when it came to AdWords because it is now having some different plans for the advertising platform. If you didn't hear, Google wants to expand AdWords and take it straight into the offline media by including adverts in newspapers, radio stations or even right on the streets using the billboards.

However, this new function is a sign that Google is still interested in the online version of AdWords and the solution might receive even more goodies soon.

"Not every advertiser's goal is to appear each time his or her ads have the opportunity to show; however, Impression Share is a convenient way to assess shifts in the competitive landscape as well as ways to diagnose where you're losing Impression Share," the AdWords team said.

The interesting fact is that a lot of companies are planning to develop similar solution and to attract the same category of users although Google becomes more powerful. Look at Yahoo for example. It recently rolled out SmartAds, a new platform that is described as a revolutionary system able to conquer the online advertising market.