Advertising should be viewed in terms of share, not impressions. Even if it's the same #1, being #1 when the market has 17 cases is completely different from being #1 when it has 667 cases.
1. Where to view it
Open the Profit Dashboard and scroll to the bottom of the screen, you will find the Search Query table. The period and ASIN filters are set at the top of the screen.
2. What metrics to look at
Query score โ A score that quantifies how well we sell for that search term.
Query volume โ The total search volume for the market.
ASIN impressions / Impression share โ Our product impressions and our share compared to total market impressions.
ASIN clicks / Click share โ Clicks and click share.
ASIN cart adds / Cart-add share โ Cart additions and their share.
3. How is it different in practice?
For one search term, out of 667 market impressions, we had 19, a share of 2.85%. For another search term, out of 17 market cases, we had 2, a share of 11.76%. The scale is 1/40th, but the share is 4 times higher.
Looking only at the absolute number of impressions, the first search term seems larger. However, we are barely visible in that market. The second search term shows our strength in a smaller market.
4. 3 Steps for Execution
โ Sort the table by Impression share. This is based on share, not impression volume.
โก Add search terms with both high share and Query score as exact match advertising keywords. (Advertising โ Campaigns โ Add Keywords)
โข Organize search terms with many impressions but low share and cart additions as negative keywords. (Advertising โ Campaigns โ Negative keywords)
5. Points to Note
Share should be considered along with market size. Even if the share is high, if the market is too small, its contribution to sales will be limited. Conversely, even if the share is low, if the market is large and the conversion rate is high, there is room for improvement. Judge based on at least 7 days, preferably 14 days of data.
6. Frequently Asked Questions
Q. What is the difference between rank and share? Rank is our position, and share is the proportion we occupy in the market. Even if the rank is high, the share can be low.
Q. Is a low share always bad? No. If the market is large and the conversion rate is high, it's a great opportunity for improvement.
Q. How often should I check? Once a week, and twice a week for accounts with a large proportion of ad spend.
7. Reference
The figures are examples based on the actual account's last 30 days of data, and vary by market and period.
Conclusion
Don't buy impressions, focus on share you can win. You can check it directly at the bottom of the Profit Dashboard.