Bing to simplify reporting by changing ‘Share of Voice’ report

December 28, 2018 0 comments

Bing will be simplifying performance reporting by removing a few columns in the ‘Share of Voice’ report.
As you may have noticed that in the past few months, Bing rolled out several AI-powered features to improve the performance reporting experience, e.g., the enhanced overview impression share metrics in the Competition Tab.
This addition of new features has rendered at least three columns in the ‘Share of Voice’ report useless. Bing would be removing those three columns in the next few months.
Those columns are:

Impression share lost to ad relevance
Impression share lost to expected CTR
Impression share lost to bid

On the other hand, three columns (impression share, impression share lost to budget, and impression share lost to rank) will remain intact.
The idea behind this step is to simplify the reporting process and to encourage advertisers to use the newer features that Bing introduced recently.
The announcement said, “We hope this update simplifies your reporting process, helping you to save time so you can focus on understanding your competitive landscape and leveraging the other valuable insights available.”
In the announcement, Bing also reminded their advertisers to check out Performance Targets.
Performance Targets, as you may know, allows you to set targets on groups of campaigns and track their performance.
In case you have any questions about the update on Bing Ads in general, you can reach out to their support team. You can also use the Bing Ads Feature Suggestion Forum if you have any ideas you’d like to share with Bing.