Impression share tells you how many times your ads have been displayed. Without impressions you won’t get clicks, leads or conversions. To improve your impression share:
Focus on your ads’ Quality Score. Improve specific areas of your ads e.g. copy, keywords, audience segmentation.
Stay relevant to keywords. Using broad match type keywords risks budget wastage on irrelevant clicks (but they do earn more impressions than phrase match!). Phrase match generates more than exact match. Focus on a good balance of match types to improve impression share.
Filter out any negative keywords to earn higher impression share as a result of advertising to more qualified users.
Increase your keyword bids for short term wins. This isn’t a great long-term strategy but is a useful tactic to boost impression share and assist in time sensitive campaigns such as launches, events and offers.
A quick Google will provide you with even more ways you can improve your impression share, such as geo-targeting and time-targeting.