---
title: Quarra Fine Arts Campaign — Low Impression Share Issue
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-02-23-quarra-stone-marketing-call-124620086.md
tags:
- google-ads
- quarra-stone
- impression-share
- fine-arts
- investigation
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Quarra Fine Arts Campaign — Low Impression Share Issue

## Overview

During the January–February 2026 performance review, the Quarra Stone Fine Arts Google Ads campaign was flagged for a notable discrepancy: the campaign shows a **high click-through rate (CTR)** but a **low search impression share (below 50%)**. This means the ad is compelling when it appears, but it is not appearing for a significant portion of eligible searches.

This is an open investigation item assigned to Karly Oykhman.

**Client:** [[wiki/clients/quarra-stone/_index|Quarra Stone]]
**Campaign:** Fine Arts
**Status:** 🔴 Under Investigation

---

## The Problem

Search impression share measures how often an ad appears relative to the total number of times it *could* have appeared for matching queries. A share below 50% indicates the ad is being outcompeted or suppressed for the majority of relevant searches.

Contrast with the **Digital Fabrication** campaign, which was noted as having a search impression share **above 50%** — a benchmark for healthy market capture in a niche category.

The Fine Arts campaign's high CTR suggests the ad copy and targeting are well-aligned with user intent. The low impression share is therefore likely a structural or competitive issue, not a relevance issue.

---

## Likely Causes

Google's auction system determines impression share based on several factors. Any of the following could be suppressing the Fine Arts ad:

| Factor | Notes |
|---|---|
| **Bid strategy / budget** | Bids may be too low to win auctions consistently |
| **Landing page quality score** | Lower quality scores reduce ad rank |
| **Domain authority** | DR 33 is moderate; may affect competitive positioning |
| **Ad rank thresholds** | Competitors with higher authority may be crowding out the slot |
| **Keyword match types** | Overly narrow match types could be limiting eligible impressions |

Karly noted she would "do a little dig" to identify the specific cause.

---

## Related Context

- The **retargeting campaign** was also flagged in the same review for zero clicks and zero spend. Karly was assigned to check the **Google Tag Container (GTM)** to confirm the tag is firing correctly. See [[wiki/knowledge/google-ads/retargeting-tag-issue|Retargeting Tag — GTM Investigation]].
- The Fine Arts campaign is one of three active non-retargeting campaigns alongside Digital Fabrication and a brand/name campaign.
- A **Fine Arts e-guide** (lead magnet for the landing page) was still pending completion at the time of this meeting, which may also be limiting conversion incentive and quality score signals.

---

## Action Items

- [ ] **Karly:** Audit the Fine Arts campaign — review bid strategy, quality scores, and keyword match types to diagnose the low impression share
- [ ] **Karly:** Report findings to Lincoln and Lauren with recommendations
- [ ] **Lincoln:** Provide remaining content needed for the Fine Arts e-guide to support landing page quality improvements

---

## Source Meeting

[[wiki/clients/quarra-stone/meetings/2026-02-23-abm-strategy-performance-review|Quarra Stone Marketing Call — ABM Strategy & Performance Review (Feb 2026)]]