In a recent upgrade, the Amazon Advertising platform has presented an extremely helpful new report for Sponsored Products called ‘Search Term Impression Rank Report’ (the report has been presented initially for Sponsored Brands in October 2020).
In this article we’ll cover:
- What does the report consist of?
What does the report consist of?
Beside two brand-new important metrics, ‘Browse Term Impression Rank’ and Browse Term Impression Share’, the Browse Term Impression Share report includes existing metrics you have seen in previous reports, such as Cost Per Click (CTR), Conversion Rate (CvR) and Click-Through-Rate (CTR)– on a search term level.
Here is a screenshot of the new report (the image below programs a Sponsored Brands report– the Sponsored Products equivalent appearances very comparable, and can be made use of the exact same way too).
The brand-new metrics
- Search Term Impression Rank
- Search Term Impression Share
provide extra insights allowing sellers to understand how their projects compare to other advertisers.
Here’s what they suggest:
Browse Term Impression Share
The search term impression share is your account-wide share (in %) of the total impressions throughout all marketers.
Example: Your search impression share is 40% for the search term ‘running shoes’ on February15 That suggests that throughout all your campaigns you got 40% of all the ad impressions for ‘running shoes’ on that day.
Search Term Impression Rank
Your search term impression rank is the numeric rank of your account-wide impression share in relation to all the other marketers creating impressions on the exact same specific search term. A numerical rank of 1 here would show that your account has the greatest search term impression share for a specific search term.
Example: Your search term impression rank is 3 for the search term ‘running shoes’ on February15 That implies that 2 other marketers created more impressions than your account on that day.
Where can you access the report?
From the Amazon Seller Central console, select ‘Reports’ in the horizontal list, and in the drop-down menu choose ‘Advertising Reports’. From the advertising reports page, click on the ‘Develop report’ button in the upper left-hand corner.
From this brand-new page, pick the project type you wish to analyse and the report type you want. Here, you will discover the new Browse Term Impression Share column added:
Why is the Search Term Impression Share useful?
The brand-new metrics in this report permit you to comprehend in more information how your results are driven by 3 different parts or questions:
- How much impression potential does a search term have? (Get a search volume price quote)
- How competitive is the specific niche for a search term?
Just how much impression capacity does a particular search term have? (Get a search volume estimate)
The search term impression share report is noteworthy since it allows to get a quote of relative search volume for search terms.
To get this estimate we initially require to calculate the overall number of ad impressions throughout all advertisers:
Please note: Impression share is account-wide, however, search terms and impressions appear separate for each ad group/campaign in the report. That means, if a search term appears in multiple advertisement groups/campaigns on a given date, then the variety of impressions needs to be summed across advertisement groups/campaigns.
The total number of advertisement impressions throughout all advertisers is not equivalent to the absolute search volume(i.e. the variety of client searches for an offered search term over a provided time period. This is due to the fact that:
- The variety of impressions contains impressions of several advertisers throughout the very same consumer visit on Amazon
- The very same advertisement can appear numerous times during a consumer visit on Amazon (e.g. on search results page and different product pages)
- There are numerous ads from the exact same marketer (e.g. for various ASINs) that can appear throughout a client check out
- The total variety of impressions likewise depends level of advertising activity (e.g. the more marketers the more ad positionings are occupied and the more impressions are produced)
However, the total variety of ad impressions across all advertisers allows to get a relative search volume, i.e. permits to infer that search term X has a greater search volume than search term Y. This is due to the fact that the overall number of advertisement impressions throughout all marketers will be carefully associated with the absolute search volume.
Example: Because search term A has 500 overall impressions and B 300 total impressions, the search volume of A will probably be greater than of B.
Taking a look at the relative search volume permits you to assess the impression, click and conversion capacity of a search term and prioritize the spending plan that you are dedicating to it.
How competitive is the niche for a search term?
Taking a look at impression rank/share and bid together enables you to get a concept of how competitive a search term is.
Bid low Quote high Impression share/rank low Medium competition High competitors Impression share/rank high Low competitors Medium competition How competitive are my ads for a search term? (Get a share of voice estimate)
The search term impression share data offers you the ability to determine the audience penetration of your advertisements, i.e. the so-called share of voice This functions as a gauge of your brand name campaigns’ visibility and how much you control the advertisement area in your industry.
Share of voice can be useful for any ad type, nevertheless it is specifically helpful for running Sponsored Brands projects, which are often mid-to-upper funnel ads to drive brand name awareness, i.e. this report presents a brand-new benchmark to measure the success of SB campaigns in addition to the existing new-to-brand-metrics.
The impression share likewise permits to measure the success of measures to increase the share of voice, especially
- Increasing bids
- Including more advertisements
However remember that there are many ad placements on Amazon. Depending upon how many advertisers are running ads for a certain search term it might be more or less tough or perhaps practical to accomplish a high impression share
