How to find Search Impression Share stat on Microsoft Ads

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Thank you for using our Microsoft Advertising Community Forum! 

The Microsoft Advertising share of voice (SOV) report provides prominence metrics to help you better understand the percentage of ad impressions and clicks you might be losing. The report shows impression and click share information for account, campaign, ad group, and keyword performance.

Any of the following impression share data can be included in your report. Please see the below help page for details:

The share of voice report shows how well you're competing (microsoft.com)

Create a share of voice report

1. From the top menu, select Reports > Default Reports > Performance > Share of voice.
2. Make any desired changes to the report's conditional formatting, date/time range, account scope, or columns. Add share of voice metrics to data tables
3. From the collapsible menu on the left, select either All campaigns > Campaigns, All campaigns > Ad groups, or All campaigns > Keywords.
4. Select the ellipsis icon  above the grid > Columns > Modify columns.
5. Select Competitive (Share of Voice).
6. Choose any of the columns to add.
7. Select Apply.

Please keep in mind the following:

• SOV reports are calculated based only on search traffic. You may find blank values in the following areas of your report: Impression share, Impression share lost to budget, Impression share lost to rank, Impression share lost to relevance, Impression share lost to expected CTR, Impression share lost to bid.
• Blank values might appear in the impression share columns of a SOV report for keywords that have statistically insignificant performance data.

To get a sense of your ad impression share compared to competitor domains or market leader domains, navigate to the Search for new keywords using a phrase, website, or category section. Enter keywords in the Product or service box and then select Get suggestions. Use the "Search volume trends" from the drop-down menu and select "Compared to competitor domains" or "Compared to market leader domains." Since your ad impression share is calculated over the last calendar month for keyword ideas, it won't change with date range selection.

• Compared to competitor domains: This report can help you identify missed opportunities with existing products, so you can focus on the keywords where your ad impression share is low compared to advertisers like you. Note: You might not see the “Compared to competitor domains” option in the dropdown menu due to your campaign/market settings.
• Compared to market leader domains: The market leader domains graph compares your ad impression share to the average ad impression share of the top five market leader domains for your keyword suggestions.

Understanding your Keyword Planner statistics and traffic estimates (microsoft.com)

Our support teams are happy to discuss your account in more detail via phone, chat or email to provide review assistance, please see our support page to reach out! 

I hope the information provided here will at least partly answer your question.  If you have any additional questions please do not hesitate to reach out to our support. I have also sent you a private message asking for further details. You are more than welcome to respond to me so that I can begin the investigation on my end.

Kind regards, 

Vahid | Microsoft Advertising Support Specialist | 800-518-5689