Anne wants to use her impression share metrics to optimize her Shopping campaign. She should:
run an Auction insights report to compare her impression shares to those of her competitors
set negative keywords in her campaign
increase her impression share by setting her bids lower on her campaign
set the delivery method on her campaign to standard
The Auction insights report for Search campaigns provides 6 different statistics: impression share, average position, overlap rate, position above rate, top of page rate, and outranking share.
Average position is a quick way to gauge how high your ads are ranking compared with those of other advertisers competing in the same auctions.
In the Auction insights report, impression share also tells you the impression share of other advertisers as a proportion of the auctions in which you were also competing.
Read more here: //support.google.com/adwords/answer/2579754
The Auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are. This information can help you make strategic decisions about bidding and budgeting choices by showing you where you’re succeeding and where you may be missing opportunities for improved performance. The Auction insights report is available for both Search and Shopping campaigns.
This article explains the statistics available in the Auction insights report, how to find the report, and how to set a filter to locate the keywords, ad groups, and campaigns that have Auction insights reports available.