Find out your impression share

Find out your impression share

Learn how the share of voice report can give you statistics about the percentage of ad impressions and clicks you may be losing.

Your impression share lets you know many impressions you’re capturing in the auctions you’re competing in. Use this data to view the percentage of impression share (%) you have in the marketplace, find out if you are missing opportunities based on your current campaign settings, and make changes to improve impression share.

You can include any of the following impression share data in your report:

Performance statistic What it is
Impression share (%) The estimated percentage of impressions, out of the total available impressions in the market you were targeting.

Example: Out of estimated 59,000 impressions that occurred on this day in your targeted market, you got only about 2,300, or 3%.

Impression share lost to budget (%) The estimated percentage of impressions your ad did not receive due to issues with your daily budget.
Impression share lost to bid (%) The estimated percentage of impressions your ad did not receive due to issues with your keyword bids.

Example: Your keyword bids are low, and not competing well in the auction marketplace.

Impression share lost to rank (%) The estimated percentage of impressions your ad did not receive due to issues with your ad ranking.
Impression share lost to ad relevance (%) The estimated percentage of impressions your ad did not receive due to issues with ad relevance scores. To learn more about ad relevance, a component of the quality score, see Quality score in depth.
Impression share lost to expected click-through rate (%) The estimated percentage of impressions your ad did not receive due to issues with expected click-through rate. To learn more about expected click-through rate, a component of the quality score, see Quality score in depth.
Click share (%) The estimated percentage of clicks, out of the total number of clicks in the market you were targeting.

Example: Out of the estimated 1,000 clicks that occurred on this day in your targeted market, you had about 230, or 23%.

Add metrics to the data tables

Important

Not everyone has this feature yet. If you don’t, don’t worry - it's coming soon!

You can now add competitive metrics columns in the Accounts Summary page, and Campaign, Ad Group, or Keyword grids.

  1. Go to the Accounts Summary page, or Campaign, Ad Group, or Keyword grids.
  2. Click Columns to open the column chooser.
  3. Select the Competitive (Share of Voice) section.
  4. Choose any of the columns to add.
  5. Click Apply.

Geo location report

Note

Starting before the present day, Bing Ads has two years worth of available data in Accounts Summary, Campaigns, and Ad groups, and six months worth of available data in Keywords.

Create a share of voice report

The Bing Ads share of voice report gives you statistics about the percentage of ad impressions and clicks you may be losing. The report shows impression and click share information for account, campaign, ad group, and keyword performance.

  1. Click Reports.
  2. If not already expanded, click Standard reports.
  3. Click Performance, and then click Share of voice.
  4. Select the unit of time (Show (unit of time)), Date range, and the download Format you want.
  5. Optionally, you can do one or more of the following:
    • Set your report to include all accounts (the default) or select Specific accounts, campaigns, and ad groups and then choose the items you want.
    • Click Choose your columns to select or remove attributes and performance statistics for the report.
    • Click Filter to display specific types of data in your report.
    • Click My report settings to save the report as a custom report or schedule the report to run at a certain time.
  6. Click Run to run the report, or Download to download the report as a CSV or TSV file.
Notes
  • You may see some discrepancy between key performance indicators (KPIs) including impressions, clicks, and spend shown in the Share of Voice (SOV) report when compared to the data in other reports. The SOV report is designed to help you identify the source and impact of lost impression share compared to competing ads in the marketplace and to provide only estimated impression and click share to help optimize your campaigns. It doesn't show exact delivery performance but records data if there is significant marketplace participation. Other reports (Keyword, Ad group, and Campaign) should be used to review the entire performance history.
  • Share of voice reports are calculated only based on Search Traffic. You may find blank values in the following areas of your report: Impression share, Impression share lost to budget, Impression share lost to rank, Impression share lost to relevance, Impression share lost to expected CTR, Impression share lost to bid.

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