How To View Competitors In Google Shopping Campaigns

When Google Adwords launched their new Google Shopping specific campaigns a while back, impression share and benchmark data were added to product group reporting.  Yesterday Google took it one step further and is now providing details on “who” those competitors are, and what type of impression share they have within Google Shopping search for similar products and queries.  This data has always been available for traditional Adwords text ads, but not for Google Shopping Product Listing Ads. Though with Adwords text ads, only a portion of the impressions are calculated, though this is not stated in the Shopping campaigns auction insights report.

Google Shopping Auction Insights ToolHow To View Google Shopping Competitor Impression Share In Adwords

From a campaign top level view, select the ‘details’ drop down, then ‘auction insights’.  On the next screen, select the ‘Google Shopping’ option, and there you go.  The report is of course also downloadable.

These metrics are a bit fuzzy because of the way Google Shopping PLAs are surfaced in search results.   There are queries and result sets where merchants are competing with the exact same product, or broad keyword searches that produce a myriad of results that span multiple product verticals. These instances are of course all rolled into one, which leaves much to be desired.

If you’re not already familiar with these values, here’s a breakdown what each of these stats represent, according to Google.

Impression Share – How often a participant received an impression, as a proportion of the auctions in which you were also competing.  Impression share is the number of impressions you received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and Quality Scores. 

Overlap Rate – How often another participant’s ad received an impression when your ad also received an impression.

Outranking Share How often your ad ranked higher in the auction than another participant’s ad, or your ad showed when theirs did not.

It’s quite genius and hilarious to launch a feature like this the week before the big holiday shopping frenzy starts.  Everyone who thought they had their max CPCs and daily spends figured out for the big rush now have an incredibly important data point that wasn’t available just a few days ago. Any ideas on the potential revenue increase for Google because of this timing? Well played Google, well played.

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