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- Apple Ads theory: Ad Variations
- Apple Ads theory: Impression Share
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Apple Ads theory: Impression Share
Impression Share (IS) or Share of Voice (SoV) is a metric that shows what the percentage of traffic term you are currently buying for each search term.
Knowing your Impression Share allows you to adjust your bids to receive more or less traffic. If you are already buying 80-100%, there's no need to raise your bids further.
If you are using ASATools, you will see impression share metric in the Ad Group and Keyword level reports:
There's also a 7d IS column that shows last 7 days Impression Share when you select a longer report date range. It helps to track whether you've recently lost positions for important keywords.
If you are not using ASATools, you can find this report in Apple Ads Dashboard -> Insights -> Custom Reports -> Daily/Weekly Impression Share report. Note that it is an Excel file, and you'll need to manually match report data with your dashboard metrics.
