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Retail marketers can’t outperform Amazon on the paid Google SERP, 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 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.


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 is Wuhan Mobile Phone Number List 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.



Amazon’s Impact in Paid Search

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Looking at the same retailers in Google Paid Search gives you a slightly different set of results.


Amazon has long been active in paid search. While continuing to experiment and refine its Google Shopping strategy, the company has a more established and steadily growing presence in paid search, as this impression share data suggests.


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.

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