It can be difficult for smaller advertisers to gain a foothold in Google’s search advertising auctions. Money talks, and marketers without the limitless cash reserves of their largest rivals often find themselves boxed out of the best slots. But every now and then, a major player dips out – and the status quo gets remixed.
In the last week, an apparent withdrawal from Google Shopping ads by Amazon has revealed opportunities for rival advertisers while prompting speculation from Linkedin Kremlinologists.
So, how do we know that Amazon’s retreated from the arena? Well, marketers and media buyers investing in Google ads have access to a tool called “Auction Insights.” Among other things, it provides them with a view of the top 10 advertisers for share of impressions in the search environments they’re bidding.
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