Finding Lost Impressions with Share of Voice Metrics
In November 2011, Microsoft AdCenter representatives indicated that impression share reporting would be coming soon; and, after much anticipation from the advertising community, it has finally arrived.
Advertisers on AdCenter can now create impression share reports and access statistics about the percentage of ad impressions they may be losing because of factors such as relevance, rank or budget.
The impression share reports on AdCenter provide advertisers with some insights into why they may be missing out on some impressions. For example, budget limitations, relevance scores and rank issues all play a role and now advertisers can get a handle on the problem by understanding their specific lost impression share data.
Armed with this kind of information, advertisers can make some intelligent decisions on how to improve their ads’ relevance, improve their ranking or adjust their budgets to capture lost impressions.