What is the key difference between impression share and tap share in Apple Search Ads, and how should each metric inform your bidding strategy?

In Apple Search Ads, impression share and tap share are two distinct metrics that provide insights into your ad's visibility and performance, and they should inform your bidding strategy differently. 'Impression share' represents the percentage of times your ad was shown when it was eligible to be shown for a given keyword or search term. It indicates how often your ad is competing effectively for available impressions. A lower impression share suggests your bid may be too low, your creative re....