Share of Voice shows how well you're competing

Share of Voice shows how well you're competing

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

The Bing Ads Share of Voice (SOV) report gives you statistics about the percentage of ad impressions and clicks you might be losing. The report shows impression and click share information for account, campaign, ad group, and keyword performance.

Any of the following impression share data can be included 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 2,300, or about 3%.

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

Example: Out of estimated 59,000 impressions that occurred on this day in your targeted market, about 7,000 occurred after your budget limit was met, or about 12%.

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

A low percentage might mean 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.

A low ranking means competitors' ads appear higher in the list, so they get more impressions.

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 available in auctions your ad showed in or was competitive in.

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

Exact match impression share (%) The estimated percentage of impressions that your campaign received for searches that exactly matched your keyword, out of the total available exact match impressions you were eligible to receive. If this number is low, it might be because your bid is too low, or ad quality or relevance is low.
Note

For dynamic search ad campaigns, exact match impression share is not applicable data, so will show as 0% in these reports.

Absolute top impression share (%) (Product ads only) The estimated percentage of times your ad was in the first position of all results, out of the total impressions available in the market you were targeting. A low number means your ads rarely appear in the topmost position of most search traffic, which is more likely to win click and conversion. To improve absolute top impression share, increase your bid or budget.
Note

Apart from Absolute top impression share, SOV reports do not include data for Bing Shopping campaigns. Other reports provide more Shopping campaigns SOV data, including Click share, Top impression share, Impression share, Impression share lost to budget, and Impression share lost to rank. To see that data for Bing Shopping, run a Campaign, Ad group, Product dimension, or Product partition performance report.

Create a share of voice report

  1. Click Reports.
  2. If not already expanded, click Standard reports.
  3. Click Performance, and then click Account, or Campaign, or Ad group, or 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 Impression share metrics in Performance statistics.
    • 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.

Add SOV metrics to data tables

You can now add competitive metrics columns to tables on the Accounts Summary page, or on the Campaigns page, on the Campaign, Ad Group, or Keyword tabs.

  1. Go to the Accounts Summary page, or the Campaign, Ad Group, or Keyword tables.
  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.

Share of voice report, modify columns

Notes
  • You might see some discrepancy between key performance indicators (KPIs) including impressions, clicks, and spend shown in the SOV report, when compared to the data in other reports. The SOV report provides only estimated impression and click share to help optimize your campaigns. It doesn't show exact delivery performance, but it records data if there is significant marketplace participation. Use other reports (Keyword, Ad group, and Campaign) to review performance history with harder data.
  • SOV reports are calculated based only 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.
  • Blank values might appear in the impression share columns of a SOV report for keywords that have statistically insignificant performance data.

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