🎯 𝐇𝐨𝐰 𝐭𝐨 𝐔𝐭𝐢𝐥𝐢𝐬𝐞 𝐈𝐦𝐩𝐫𝐞𝐬𝐬𝐢𝐨𝐧 𝐒𝐡𝐚𝐫𝐞 𝐃𝐚𝐭𝐚 𝐟𝐨𝐫 𝐂𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐀𝐝𝐯𝐚𝐧𝐭𝐚𝐠𝐞 𝐁𝐞𝐟𝐨𝐫𝐞 𝐀𝐧𝐲 𝐄𝐯𝐞𝐧𝐭 👀

If you’re preparing for BFCM or any major event on Amazon, Impression Share (IS) data can be useful. IS report tells you how visible your ads are in relation to other competitors. Before an event, understanding your IS helps you see where you’re winning or losing visibility and allows you to fine tune your strategy to capture more of the audience’s attention. Below are the few things which you should look in your ST- IS report for your sales boost.

👉 𝐈𝐝𝐞𝐧𝐭𝐢𝐟𝐲 𝐘𝐨𝐮𝐫 𝐓𝐨𝐩 𝐊𝐞𝐲𝐰𝐨𝐫𝐝𝐬- Focus on high performing keywords that you want to push during the event. Look at the Impression Share for these keywords and identify where you have a high share and more importantly, where you’re missing out on impressions.

👉 𝐁𝐨𝐨𝐬𝐭 𝐋𝐨𝐰 𝐈𝐒 𝐊𝐞𝐲𝐰𝐨𝐫𝐝𝐬- For keywords with low Impression Share, consider raising your bids to boost your visibility. This helps you capture more impressions, especially for keywords with have relevancy to your product.

👉 𝐔𝐬𝐞 𝐈𝐦𝐩𝐫𝐞𝐬𝐬𝐢𝐨𝐧 𝐒𝐡𝐚𝐫𝐞 𝐭𝐨 𝐀𝐝𝐣𝐮𝐬𝐭 𝐁𝐮𝐝𝐠𝐞𝐭 𝐀𝐥𝐥𝐨𝐜𝐚𝐭𝐢𝐨𝐧- If certain campaigns are performing well with a high Impression Share, consider allocating a larger share of your budget towards them. This allows you to capitalise on what’s already working. Conversely, if Impression Share is low, but your ACOS is good then try increasing your bids to check if the sales is increasing or not.

👉 𝐓𝐫𝐚𝐜𝐤 𝐘𝐨𝐮𝐫 𝐂𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐨𝐫𝐬 𝐌𝐨𝐯𝐞𝐬- Impression Share data can also indicate increased competition if your share is dropping, even though you haven’t reduced bids or budgets. Before an event, monitor these shifts closely. A sudden drop in your Impression Share might mean competitors are bidding aggressively, so adjusting your bids early will help you during events.

Let me know how you optimise the campaigns before events.