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 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.
But a smarter way to use impression share is to understand how your 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. 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 run an ad.
From this graph, we can make some observations. One 1000 Mobile Phone Numbers is that Amazon’s impression share tended to increase as each year progressed, peaking just before or during each holiday shopping season, and dropping sharply in the second quarter of 2018 when Amazon briefly suspended shopping campaigns.
We can also see that Amazon’s impression share for categories like office supplies and home improvement was consistently higher than its share for sporting goods or apparel.
Why the difference between the verticals? This partly reflects each retailer’s search query universe and how much it overlaps with Amazon’s. Home improvement and office supply retailers likely share more of Amazon’s universe of search queries.
In contrast, a retailer that sells a lot of, say, North Face and Nike products might not see much competition from Amazon because those brands aren’t available on Amazon.
When consumers search using brand terms North Face or Nike, for example, Amazon may appear in search results with advertisements for similar products. Nevertheless, Amazon would have a much lower impression on these items due to their lower relevance.
Take a closer look below at
Amazon’s impression share of the clothing category on Google Shopping over the past few months.
One thing to remember here is that the growth of the hockey stick matches Amazon’s private label push. The company launched seven new private label brands and more than 150 Amazon-exclusive brands in the fourth quarter of 2018, according to the TJI Amazon Brand Database. Amazon’s largest portfolio of brands? Clothing and accessories, with more than 80 private brands and exclusive brands in the United States.