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Is Your Shopping Ad in the Absolute Top Spot?

The holiday 2017 shopping season is likely to be one of the biggest of all time making it more important than ever that e-commerce advertisers' AdWords campaigns (Shopping campaigns specifically) are leveraging every trick in the digital book to maximize their traffic/conversions.

In order to help sellers identify existing product data gaps and measure their competitiveness in Shopping campaigns, Google is rolling out two new reporting features in "product status" reporting and "absolute top" impression share (both of which are available now in the new AdWords experience).

Sounds pretty interesting, right? Let's take a closer look.
 
PRODUCT STATUS
When e-commerce advertisers' campaigns include products that are not eligible to "serve," they are directly affecting the number of results they could be showing upon. For the unfamiliar, Google states that for an ad to be ready for the ad auction (or ready to serve) it needs to meet a few requirements:

+ Product is approved in your Merchant Center account.
+ Product is active. The product's campaign and ad group are enabled and its product group is not excluded.
+ Product is ready to serve. The product is in stock.


AdWords advertisers are now able to see how many of their products are ready to serve simply by adding product status reporting to reporting charts in the 'product' and 'product groups' page. 

Google's new diagnostics report in the products page will essentially help advertisers identify the aggregate product status, such as products ‘ready to serve’ or ‘disapproved.’ Advertisers can include performance columns like Clicks and Conversions to the report as well in order to prioritize where product updates can make the biggest impact.

To review the report (shown below), simply select each product status to see more details on how to fix the issues immediately.

Advertisers would be smart to regularly go through their Shopping campaigns and identify the top performing products not eligible for auction as product details frequently change, particularly as the holiday shopping season approaches.

adwords-product-status

ABSOLUTE TOP IMPRESSION SHARE

Once advertisers know what products are eligible to serve, they will still need to get them in front of potential buyers, right? Enter the "absolute top impression share" metric.

The left-most ad position on mobile Shopping results (see image below) can receive up to three times more engagement from shoppers; impressions in this position are called “absolute top” impressions. Advertisers can use this to determine the percentage of time they are showing in this top position by using the absolute top impression share.

The absolute top impression share is the number of “absolute top” impressions advertisers received in Shopping results over the total times they "could" have been in the top impression. For example, if an e-commerce advertiser showed up as the “absolute top” in 10 search results but were eligible for 20 results, then their absolute top impression share would be 50 percent.

When advertisers have a high absolute top impression share, it means their products often appear at the top position in Google Shopping results (and are making the most of the available inventory).

Do note that the “absolute top” impressions metric includes ads from the Shopping carousel on Google search results and is available for both Shopping ads and Local Inventory ads.

To monitor the impact in various categories, Google recommends that advertisers combine the absolute top impression share metric with other competitive metrics such as click share. By increasing both, advertisers should be able to capture more shoppers’ attention and clicks.
top-impression-share
google-adwords-17

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