Summary
Amazon Advertising have launched top-of-search impression share (top of search IS) metric. This metric is defined as the percentage of top-of-search impressions your campaign received out of the total top-of-search impressions it was eligible to serve on
Propel Your Product’s view
Brands and Sellers can now measure what percentage of the time their brand is appearing at the top of search results. This gives a good insight into how competitive your bids are compared to you competition and what level of awareness you have in your targeted campaign areas. This a useful insight for all Amazon Advertisers and especially useful for Brands looking to be a dominant brand in a particular product category or customer segment for both awareness and conversion.
Key Details
Announcement: 22nd September 21
Effective Date: 22nd September 21
Feature: Amazon Advertising
Type: Sponsored Brands and Sponsored Products
European Regions: Germany, Spain, France, Italy, United Kingdom, Netherlands
Accounts: Seller and Vendor Accounts
Customer Benefit: Low
Seller Benefit: Low/Medium
Impact For Effected Sellers: Low
Most Effected Sellers: Brands and Sellers who want to be a dominant advertiser in their specific product category or customer segment and focused on driving highest awareness.
Important: For Sponsored Products, this metric gives the impression share for top-of-search (first page).
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Full Announcement
Here’s Amazon’s full announcement below (links in this post may require a relevant Seller Account):
Top-of-search impression share (top-of-search IS) to measure brand awareness
22 September 2021
What’s been launched?
You can now better measure the effectiveness your campaign at driving brand awareness with the top-of-search impression share (top of search IS) metric. This metric is defined as the percentage of top-of-search impressions your campaign received out of the total top-of-search impressions it was eligible to serve on. This metric is available for Sponsored Brands and Sponsored Products campaigns with a 90-day lookback window. For Sponsored Products, this metric gives the impression share for top-of-search (first page).
Why is it important?
Use top-of-search impression share to understand how effective your campaign is at driving top-of-search impressions. To help increase the top-of-search impression share for your Sponsored Products campaigns, adjust bids by placement to help improve the chance of serving impressions at the top-of-search.
Note: The metric may be delayed by 12 hours in Campaign Manager.
Where is the feature available?
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: Germany, Spain, France, Italy, United Kingdom
- Middle East: Saudi Arabia, United Arab Emirates
- Asia Pacific: Australia, India, Japan, Singapore
Who can use it?
- Vendors
- Sellers
- Authors
Where do I access it?
- Ad console
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