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Bing Ads Offer New Auction Insights with Exact Match Impression Share

Advertisers looking to know how their ads are peforming on searches can get the new aution insights with Bing Ads announcing exact match impression share (EM IS).

While existing impression share (IS) metrics measure the percentage of eligible impressions received for all searches, the new EM IS will show all searches that exactly matched the keywords.

Now, combining the two IS and EM IS, advertisers can measures the percentage of impressions received for searches that exactly matched their keywords out of the total estimated exact match impressions were eligible to receive.

Additionally, the two together will also help help to understand and diagnose opportunities across non-exact matches as well.

EM IS is available now on the Reports page in the web and in the Reporting API at the campaign, ad group, keyword or share of voice level reports after adding the “Exact match impression share column.”

Bing Ads suggests following typical scenarios for using impression share reports, along with suggested actions:

  • You were not competitive on all searches. Drill down to “Impression share lost to…” metrics and take corresponding actions (for example, improve ads, adjust budgets or bids, etc.)
  • You were not competitive on exact match searches. If your quality score is high, consider adjusting exact match bids. If your quality score is low, you can drill down to sub-scores and refer to the quality score Help page for improvement suggestions.
  • You were not competitive on broad or phrase match searches. Consider running a search term report and add relevant terms as exact match keywords, and exclude irrelevant terms by adding them as negative keywords

Here, an screenshot showing adding of EM IS to Account, Campaign, Ad Group, and Share of Voice reports:

EM IS is located under column picker within the Attributes section:

Bing Ads EM IS under column picker

That’s not all, Bing Ads says, they’ll add EM IS to the Bing Ads online Campaigns page, so advertisers can easily access the metric across their daily campaign management workflow.

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