Jun 21, 2022
In General Discussion
Retail marketers can't outperform Amazon on the paid Google SERP, Industry Email List but they can find some white space. One metric that can help is impression share. It can be found in the Google Auction Insights report for Shopping Campaigns and Paid Search Campaigns. Impression share is the percentage of impressions your ads received Industry Email List divided by the estimated number of impressions the ads were likely to receive. Google determines eligibility based on a number of factors, including targeting settings, approval statuses, and quality. Apparently, impression share can help you Industry Email List understand if your ads might reach more buyers if you increase your bids or increase your budget. But a smarter way to use impression share is to understand how your Industry Email List advertising environment is changing. Evaluate it along with other performance and competition metrics. From there, use this information to identify how to adapt your campaigns and bid strategy to changing competitive pressures. Let's take a look at the latest data and examples to find out how to go about it. Amazon's impression share in Google Shopping We analyzed Google Auction Insights reports for a leading retailer across five industries. Industry Email List These retailers all see Amazon as a regular competitor to Google Shopping and Google Paid Search. The following graph shows the share of impressions Amazon has garnered over the past two years for Google Shopping auctions in which both the retailer and Amazon were eligible to Industry Email List run an ad.