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 Microsoft Advertising 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%.

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.
Absolute top impression rate (%) How often your ad was in the first position of all results, as a percentage of your total impressions.
Absolute top impression share (%) 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.
Absolute top impression share lost to budget (%) The estimated percentage of how often your ad missed showing in the first position at the top of search results due to insufficient budget.
Absolute top impression share lost to rank (%) The estimated percentage of how often poor ad rank kept your ad from showing in the first ad position at the top of search results. Ad rank determines where your ad shows relative to other ads, based on factors including your bid amount, ad performance, ad relevance, ad extensions, other competing ads, and more.
Top impression rate (%) How often your ad showed in the mainline, the top ad placements above the search results, as a percentage of your total impressions.
Top impression share The percentage of impressions for your ad in the mainline, the top ad placements above the search results, out of the estimated number of mainline impressions you were eligible to receive. Eligibility for top impression is based on your ads' approval status, quality score, targeting settings, and bids.
Top impression share lost to budget The estimated percentage of mainline impressions, above the search results, that were lost due to insufficient budget.
Note

Apart from Absolute top impression share, SOV reports do not include data for Microsoft Shopping Campaigns. To get SOV data such as Click share, Top impression share, Impression share, Impression share lost to budget, and Impression share lost to rank for Microsoft 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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