What metrics should I track to assess ad visibility in Bing Ads?

To assess ad visibility effectively in Bing Ads, you should track several key metrics that provide insights into how often and prominently your ads appear to users. Here are the primary metrics to monitor:

1. **Impressions**:
   - Impressions indicate the total number of times your ads have been displayed on search results pages. Tracking impressions helps you understand the overall visibility of your ads and their reach among potential customers.

2. **Average Position**:
   - Average position shows the average position of your ad compared to other ads in search engine results. A lower number indicates a higher-ranking position. Monitoring average position helps you assess how prominently your ads appear relative to competitors.

3. **Top-of-Page Rate**:
   - Top-of-page rate shows the percentage of times your ad appears at the top of search results, above the organic search results. Ads in top positions typically receive more visibility and higher click-through rates (CTRs). Aim for a high top-of-page rate to increase ad visibility.

4. **Absolute Top-of-Page Rate**:
   - Absolute top-of-page rate indicates the percentage of times your ad appears as the very first ad above the organic search results. This metric gives you insights into your ad's visibility in the most prominent position on the search results page.

5. **Click-Through Rate (CTR)**:
   - CTR measures the percentage of users who click on your ad after seeing it. A higher CTR typically indicates that your ad is relevant and engaging to users. Monitoring CTR helps assess the effectiveness of your ad copy and positioning in driving clicks.

6. **Ad Position Segmentation**:
   - Segmenting your ad performance data by position (e.g., top vs. other positions) provides a detailed view of how visibility impacts performance. Analyze metrics like CTR and conversion rates across different ad positions to optimize for better visibility.

7. **Ad Extensions Performance**:
   - Evaluate the performance of ad extensions (e.g., sitelink extensions, callout extensions) to see how they contribute to ad visibility and engagement. High click-through rates on ad extensions indicate improved visibility and user interaction.

8. **Search Impression Share**:
   - Search impression share measures the percentage of impressions that your ads received out of the total number of impressions that your ads were eligible to receive. It helps determine the opportunities lost due to budget constraints or low ad rank.

9. **Competitive Metrics (Auction Insights)**:
   - Use Bing Ads' Auction Insights to compare your ad performance metrics (e.g., impression share, average position) against competitors. This provides context on how competitive your ad visibility is in the marketplace.

By tracking these metrics consistently in Bing Ads, you can effectively assess the visibility of your ads, identify areas for improvement, and optimize your campaigns to increase visibility and drive better results. Adjust your bidding, ad copy, and targeting strategies based on performance insights to maximize ad visibility and achieve your advertising goals.