As a marketer, you need to understand where ads appear on SERP is imperative. It can help advertisers assess fluctuations in ad performance if it is the time to make changes to your bids. Now, Microsoft Advertising proffers metrics which will give better insight on the appearing position of ads on SERPs so that you can better optimize your performance.
These metrics are:
- 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
These prominence metrics, earlier known as a share of voice can be seen in the Campaign, Ad Group, and Keyword tabs.
Adding these new metrics and eliminating some previous ones, like impression share lost to bid, and expected CTR, brings Microsoft nearer to Google parity with one exception. One metric that will remain in your reporting would be the average position.
Microsoft is continuously working to enhance its advertising reporting experience for you, as it brought combined search terms grid back in February.
If you are searching for more insights into your campaign performance, see this new improved recommendation tab to get AI-powered suggestions brought by Repairs, Bids & Budgets, Keywords & Targeting, and Ads & Extensions.