Last year Google introduced position-based impression share metrics.
With Microsoft Advertising position reporting, you will have access to
six new stats at the campaign, ad group, and keyword levels.
The name has changed from Share of Voice to Prominence Metrics.
Here are those six metrics:
- Top impression share
- Top impression share lost to rank
- Top impression share lost to budget
- Absolute top impression share
- Absolute top impression share lost to rank
- Absolute top impression share lost to budget
If you are an advertiser, you definitely want to know
where your ads appear on search result pages.
With this data to guide you, you can make informed decisions such as
changing your bids in your digital marketing campaigns.
The new prominence metrics, hence,
will help you optimize your performance.
MS has dropped some metrics, like impression share lost to bid,
relevance, and expected CTR.
Microsoft Advertising (formerly Bing Ads) will keep the
Average Position metric in reporting.
Earlier this year, Google had retired “average position.”
The logic was that this metric is not a great indicator
of where ads actually appear.
Check out the new Microsoft Advertising position reporting metrics,
and share your thoughts.