Although Click share has been present with Shopping campaigns for a few years, Google Ads is now introducing it to Search, at campaign, ad group and keyword levels.
COLUMNS > Modify columns > Competitive metrics > Click share.
Click share shows of how many clicks your ads received out of the total number of times Google estimates your ads could be clicked.
Click share is the opposite of Search Lost Impression Share Rank, it helps you to understand user’s engagement.
For example, if you have a high impression share but a low click share, it may indicate your ads do not appeal or resonate well with searchers.
Use the Click share metric to identify opportunities for more traffic.
In this example, the keyword is showing 98% Search impression share, but only grabbing 84.14% of possible actual clicks (Click share).
In this case, to get additional traffic, improve ad relevancy and copy.
Extract from my Book ‘Making Google Ads Work’.