Amazon recently introduced a new feature called Brand Impression Share inside the Advertising Console. It is designed to help brands monitor their visibility on branded keywords more effectively and understand how strongly they are occupying the most valuable placements in search.
How does Brand Impression Share work?
This tool allows advertisers to more easily monitor the visibility percentage of ads associated with branded keywords. By using Brand Impression Share, brands can gather useful insights into ad visibility in the top of search area across accounts.
That said, it is important to note that this feature only measures top of search results for brand impression share and includes Sponsored Products and Sponsored Brands.
The main benefits of Brand Impression Share
One of the most relevant advantages of this new feature is the ability to evaluate ad performance over a time span of up to one week, making it easier to read how well the brand is defending its branded search presence.
It also enables advertisers to apply filters and identify specific keywords generating impressions in prominent search positions, making it easier to adjust bids directly when some keywords are performing below desired thresholds.
Why it is not enough on its own
The insights provided by Brand Impression Share alone are not enough to build a complete picture of overall brand visibility. For that reason, these data points should be integrated with additional sources to create a broader and more comparable view of performance over time.
In particular, combining these data helps clarify:
- Which competitors are gaining visibility on your brand keywords.
- How generic keywords perform alongside branded ones.
- How organic share contributes to total visibility in the search results page.
The time to gain more visibility on the channel is now!