👉 New lost metrics on Brand Impressions Share dashboard
The lost metrics will help to measure % of times customers interact with other advertisers' ads on your brand terms, by showing how often your ads show up in top-of-search results compared to ads from other advertisers when customers search for your brand.
The dashboard also includes 2 new filters:
- Terms and targets with 1K+ lost top-of-search clicks that received less than 20% top-of-search impressions.
- Terms and targets with more than $500 in lost top-of-search sales that received less than 20% top-of-search impressions.
This insight will help refine Ad strategies, optimize keyword targeting for presence and coverage, and enhance overall performance in search results. It also reinforces the importance of playing defensive on your branded terms to safeguard customer loyalty.
However, I strongly believe that bidding on other brand terms should not be supported by Amazon's algorithm, and the marketplace should prioritize the brand's products for showing on top of search results for branded searches. Additionally, sponsored placements should ensure that a brand's keyword targeting receives exposure at minimum bids.