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Google Shopping Keywords and Impressions

[ Edited ]
Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I know how to access the Google Shopping SEARCH TERMS report under dimensions tab...

My question is, my shopping campaign reports 36,379 impressions for day XYZ but when I add up all the impressions reported via the Search Dimensions report/tab, it only adds up to 3,000!

How do I see the keywords that triggered our ad the other 33,379 times?

I mean, if those KWs are not turning into clicks, wouldn't it smart for Google to allow us to add them as negative KWs? For all I know there is one random high volume irrelevant KW that Google Shopping is displaying our shopping ads for and I can't add it as a negative! Smiley Sad

So... as a result, our campaigns performance suffers! Smiley Sad

Any idea how or where I can get search term data for ALL impressions, not just clicks? I mean, Google gives this data for all other campaign types, why not shopping?

4 Expert replyverified_user

Google Shopping Keywords and Impressions

Top Contributor
# 2
Top Contributor

Hey Bret,


The discrepancy in impressions between the search terms report and other types of reporting (like campaign level) is due to the way impressions are calculated at a search term level. 


For example, say that a user Googles "mens boots" and eight PLAs show on the right side. Now say three of those PLAs are for your products. In campaign level reporting this would count as 3 impressions because 3 ads were displayed. However, in the search term report this would only count as 1 impression for "mens boots" because it was only searched once. Dividing Shopping campaign impressions by impressions from a search term report will provide you the average number of PLAs shown per search (although consider the nominal volume of search terms removed by Google for privacy concerns).


Hope this helps. Let me know if you need further explanation.



Jim Vaillancourt, AdWords Top Contributor, LinkedIn
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Google Shopping Keywords and Impressions

Top Contributor
# 3
Top Contributor

Hi @Bret B,


Along with Jim's great advice, I wanted to add that negative keywords are quite powerful. Adding them simply because they did not generate any clicks currently is not advisable. You could negate your entire effort of promotions via negative keywords. 


All the Best,



Google My Business & Google Ads Top Contributor
Google Partner | GYBO Agency | Local Guide | My Profile




Google Shopping Keywords and Impressions

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭

Jim, I get what you're saying, and I appreciate the quick reply.


So... Google is display my adds on average 12.126 per search...


That seems kind of a stretch given my vertical, and many of the KWs in the search term report only have 1 - 3 products that MAYBE might be relevant to the query used! 

Google Shopping Keywords and Impressions

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭

So you wouldn't mark a KW with 30,000 impressions and zero clicks as a negative? That doesn't seem right to me...

Re: Google Shopping Keywords and Impressions

[ Edited ]
Top Contributor
# 6
Top Contributor

(1) the shopping-ads displayed per search-term is a rather rough average;
some search-terms may trigger one impression -- others, especially very

broad, unspecific, or unfamiliar terms, can trigger many more impressions,

as google attempts to understand a user's intent over time.


certain types of item-offers, or item-offers not submitted properly,

can also trigger more impressions than may normally be expected --

variants, bulk, bespoke, and certain bundled offers, for example.


(2) search-term relevancy with respect to a vertical or physical item
is not the only relevancy criteria -- any attribute that is indexed and
used on google-shopping/shopping-features, such as product_type
and google_product_category, user-related behavior, such as using

left-hand-side shopping-settings, or historical user actions, may also

trigger multiple item-offers or similar items to be displayed frequently.


depending on user-settings and device, google-shopping can have

20 or so auction-slots to fill -- google's relevancy algorithms can

become quite thinly stretched until a pattern emerges, unless a

user is very specific or uses very long-tail search-terms.


(3) importantly perhaps, forum-members can mainly offer suggestions

based on information that is posted here in the public-forum; posting

more specific details may allow others to offer more specific suggestions --
e.g. screen-captures and all submitted data from at least one submitted
item-offer may sometimes help.


otherwise, only a person at google can look into an account or
submitted data to offer targeted account-specific suggestions.


generally, too many impressions without clicks tends to suggest some of the
images or attributes being submitted are not the most optimal, nor the most
relevant, with respect to the item's physical characteristics or with respect
to the specific item-offer, especially the more visible attributes such as title,

description, price, or image_link; or item-offers that are niche, in some way --
such as very high-priced item-offers, or high-priced item-offers that users
normally expect to be low-priced, such as requiring a level of bulk purchase,
bespoke item-offers, etc.; these types of item-offers may also have a rather
small subset of users who would engage the ad, regardless of relevance.


lopsided impression/click ratios may be especially troublesome for certain

business-brands or product-brands, certain item-offers that have numerous

similar variants, or supported-variants that were submitted without proper

item_group_id, or variants or bundled offers without an extremely strategic

set of targeted bidding strategies.


try inspecting each and every attribute and value submitted, against
(a) the search-terms that can be seen, (b) all google's guidelines and
recommendations, and importantly, (c) against the product's physical
(visual) characteristics, exactly what is shipped, and other offer-details,

to help determine mismatches or possible shortcomings.


also, consider more strategic or much more targeted bidding strategies.


that said, some items or item-offers are simply not a good fit
for shopping-ads -- with that many impressions without clicks,
rather than using shopping-ads, at all, possibly consider other

campaign-types or other ad-formats for advertising.


Google Shopping Keywords and Impressions

Top Contributor
# 7
Top Contributor

To answer Bret's questions about negative keywords. I would indeed add it as a negative keyword. I recommend looking at it form a different angel.


If you get a ton of impressions on a keyword and very poor CTR, than that means the following :


A competitor is more appealing

Your price is not likeable

the image is poor

the title is poor

the first paragraph of you description is not great

the company name


The above listed is what a customer sees when searching for a product, so if you have 30k impressions on a keyword and its not working you need to do something about it. Ether add it as a negative or try improving your data feed to see if changes work. Also you can add promotions to stand out etc...


If you feel this keyword is so important, than my suggestion is to improve your data feed quality, change the title to be more relevant etc..


hope it helps

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