On the new Search Term Report for Sponsored Products and Sponsored Brand you will be able to find two new columns:
These metrics will help Sellers to understand how their campaigns perform compared to the ones of other advertisers.
The Search Term Impression Share is the percentage of possible impressions you have earned on a search term. It measures your account-wide share (in %) of the total impressions across all advertisers.
The Impression Share metric will help you understand how to make your best search terms even more profitable, and whether or not a higher bid will gain more impressions. For example, if you already have a great ACoS and your Impression Share for a particular search term is 100%, there is absolutely no need to bid more. On the other hand, if you have a lower impression share, let’s say below 70/80%, and a low ACoS, then you have to bid higher to obtain a good percentage of impressions.
The Search Term Impression rank compares your impression share to a competitor’s impression share, based on a particular search term. So, it’s the numeric rank of your account-wide impression share in relation to all the other advertisers generating impressions on that same search term.
This becomes useful to understand which Search Terms have a higher rank so that you could decide whether to bid more or not on some specific keywords.
You can find this report on Amazon Seller Central, in the “Reports” section, and by clicking on “Advertising Reports” on the drop-down menu. At this point, you need to click on the “Create Report” button on the left. From this page, you need to select the campaign type and report type you want to analyze.
Then, you can give your report a name and click on “Run Report".