Microsoft Advertising Offers Clearer Data on Ad Positions in Search Results
Matt Southern | July 02, 2019
Microsoft Advertising will now provide clearer insights on where ads are appearing in Bing search results. To help advertisers better understand which position their ads are being shown in, Microsoft is introducing the following metrics: Top impression share, Top impression share lost to rank, Top impression share lost to budget, Absolute top impression share. A ‘top’ impression refers to any position in the top section of search results. An ‘absolute’ top impression means the ad was the first thing shown in search results. Microsoft is calling these “prominence metrics,” which were formerly known as “share of voice.” They can be viewed in the campaign, ad group, and keyword tabs. Microsoft notes that, with one exception, metrics offered by Microsoft Advertising are nearly identical to Google Ads.