It is now possible for Advertisers to get insights into how often their ads are showing for exact keywords.With exact match impression share (EM IS), advertisers are able to see the percentage of impressions their ads received for queries that exactly match their keywords.  With Bing Ads.  Combined with Bing’s existing impression share reports, advertisers are able to get a broader understanding of how their ads are competing across their keyword scope

It’s suggested by Bing three typical scenarios for using impression share reports:

Exact match impression share data can be found on the Reports page in the web UI and in the Reporting API at the campaign, ad group, keyword/share of voice level reports after adding the “Exact impression share column.”

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