Share of Voice (SOV) and Search Rank are powerful metrics for managing and optimizing your brand's visibility in Amazon search results. With SOV-based automation in Adbrew, you can automatically adjust keyword bids and statuses based on your product's share of voice or search rank, allowing for responsive and strategic adjustments that increase visibility while controlling advertising costs.
What is SOV (Share of Voice)?
SOV is a measure of your brand's visibility in search results relative to competitors. It’s calculated by comparing the number of times your product appears in search results for a keyword against the total products displayed. For example, if there are 100 products shown for a keyword and your products appear 10 times, your SOV is 10%.
What is Search Rank?
Search Rank refers to the position of your product in Amazon’s search results for a particular keyword. It helps identify how well your product ranks organically or in sponsored placements.
Why Use SOV-Based Automation?
SOV-based automation helps in:
Boosting visibility for underperforming keywords by increasing bids to gain a better position.
Avoiding ad spend cannibalization by reducing bids when products already rank high organically, reducing unnecessary sponsored placements.
To achieve a specific Sponsored Rank goal for example, trying to reach the Top 4 ranks on the search page.
Setting Up SOV Automation in Adbrew
Step 1: Navigate to Rulesets
Go to the Rulesets page in Adbrew.
Click on Add New Ruleset to start creating your automation.
Step 2: Choose Your Ruleset Type
1. Select SOV Optimization Ruleset.
2. Name the ruleset for easy identification.
3. Toggle Automation On to enable it to run at the scheduled times.
Step 3: Configure Data Evaluation Period
Select the time range for data evaluation if using metrics like ACOS, spend, or sales. If changes depend only on search rank or SOV, Adbrew will use the most recent data, which can range from hourly to daily, based on your keyword tracking frequency.
Step 4: Define Criteria for Actions
Create rules by setting conditions and actions. For instance:
Criteria: If the advertised ASIN's average sponsored rank is above 4, ACOS is below 20%, and campaign type is Sponsored Products.
Action: Increase bid by 5%.
Step 5: Link Keywords for Automation
Under the Linked SOV Keywords tab, link the tracked keywords to activate automation.
Step 6: Choose Whether to Run Automation on All or Selected Ad Groups
By default, all ad groups are whitelisted for a keyword. This means the automation will apply changes across all ad groups that contain the tracked SOV keyword with exact match targeting.
To refine this, from the Linked Keywords, click on the "All Ad Groups" link that appears next to the keyword. From there, you can select the specific ad groups you want to whitelist.
Ideally, you should select the ad group where the tracked keyword exists in exact match. This ensures that all automation changes are focused on a single, controlled target for more accurate optimization.
Important Considerations
You can only link keywords that you are tracking through the SOV tracker.
Automation will make changes based on the frequency of tracking for a keyword.
You cannot define an individual campaign in the automation.
Use a min and max bid threshold in the rule because automation will keep on increasing/decreasing the bid as long as criteria are not met.
Frequently Asked Questions
What is Search Rank, and how does it differ from SOV?
Search Rank refers to your product's position in search results for specific keywords, showing where your product appears organically or in sponsored listings. While SOV gives a percentage of overall visibility, search rank provides a precise ranking position. Together, they provide a full view of visibility and placement for strategic adjustments.
What is SOV-based automation in Adbrew?
SOV-based automation allows you to set up rules that automatically adjust keyword bids and status based on your product's SOV and search rank. For example, you can increase bids if your product is not in the top sponsored search results or reduce bids if your product ranks well organically to prevent paid ads from overlapping with organic visibility.
Can I apply SOV automation to a single campaign?
Yes, you can apply SOV to a specific campaign or ad group. Simply navigate to the Linked Keywords tab. By default, all ad groups are whitelisted for the keyword. However, you can click on the "All Ad Groups" link and select the specific ad groups you want to whitelist.
This ensures that the automation will only make changes to SOV keywords that are present in the whitelisted ad groups in exact match.
What should I consider when setting up keyword tracking frequency?
The frequency of your keyword tracking impacts automation timing. If you select hourly tracking, Adbrew will make adjustments based on the latest hourly data. Daily tracking frequency will base changes on daily data. Be sure to match tracking frequency with your visibility goals and budget constraints.