Get clearer insights on ad performance with prominence metrics
July 01, 2019
2-minute read
Understanding where your ads appear on search result pages is important. It can help you diagnose fluctuations in ad performance or signal if it’s time to make changes to your bids. Now, Microsoft Advertising offers metrics that will provide clearer insight on where your ads appear on search result pages and help you to 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 (formerly known as share of voice) can now be viewed in the
Campaign,
Ad Group and
Keyword tabs.
Columns showing new prominence metrics.
Adding these new metrics and removing some metrics, like impression share lost to bid, relevance, and expected CTR, brings us closer to Google parity with one exception. One key metric that will remain in your reporting is
average position, as we’ve heard continuous feedback that shows this information is still very valuable to you.
We’re constantly working to improve the Microsoft Advertising reporting experience for you, like with the
combined search terms grid back in February. And if you’re looking for more insights into your campaign performance, check out your
new-and-improved recommendations tab to get AI-powered suggestions, organized by
Repairs, Bids & Budgets,
Keywords & Targeting, and
Ads & Extensions.
We hope this update provides you with clearer insights on how to optimize your bids and maximize your returns with Microsoft Advertising.
Let us know your thoughts
For any questions or feedback regarding reporting, we encourage you to reach out to your Microsoft Advertising account manager or contact
Support. You can also ping us on
Twitter, or suggest a feature on the
Microsoft Advertising Feature Suggestion Forum.
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