ToS visibility is crucial for brands who want to dominate their respective category. Why? "Your brand and products are only as good as they are visible." How many accounts have I audited that showcased amazing brands & products that were basically invisible to category shoppers because of a lack of visibility on page 1? Let's just say it's a common occurrence.

The data below is for one of my managed brands, where visibility is crucial throughout Q3 and Q4. This data is from Aug 1 - Sept 22. A few callouts:

🔸 Tos Impressions accounted for 2.67% of total impressions, while ToS sales accounted for 33.6% of total sales

🔸 ToS accounted for 31.4% of total spend & 33.6% of total sales

🔸 CTR @ ToS vs. RoS, Product Pages is incomparable. The highest-engaged placement, by far - but we already knew that :smiley:

🔸 Blended ToS CPC across all SP campaigns resulted in a lower CPC than Product Pages

🔸 ToS placement slightly less profitable than RoS, and significantly more profitable than Product Pages - It's difficult to conquest consumers who are nearing the bottom-of-funnel.

🔸 Organic rank has improved significantly upon deploying ToS initiatives, which has largely improved true profitability as we are far less reliant on advertising to maintain ToS visibility / high % of total sales

A percentage of advertising budget should always be allocated to top-converting keywords for rank, visibility and marketshare purposes, and must be factored into account-level KPI!