May 18, 2023 12:00AM
Brand impression share is a valuable metric on Amazon. But it's important not to solely rely on it for budget decisions. Instead, align your goals, consider external media campaigns, and allocate a percentage of your budget for branded coverage. Thanks, Destaney.
Amazon Brand Impression Share Dashboard
Are you protecting your brand’s home turf?!
Amazon’s Brand Impression Share dashboard tells us just that.
"Brand impression share shows the top-of-search impression share (IS) for your brand terms over time. It measures the percentage of top-of-search impressions your ad campaigns receive out of the total impressions they could actually receive." - Amazon Advertising Console
But, is this needed??
🛑 Let’s hit the breaks a little bit here 🛑
I love this tool, and I think it is a great addition to Brand Metrics,
BUT I want to caution brands from making bad budget decisions based on this data.
IF you are on a set budget, I would NOT recommend spending all of your dollars on branded defense.
Instead, identify your goals, align your external media campaigns, and then create a set % that you are willing to spend on branded coverage.
Well check out the video below ⬇️