The Auction Insights report feature in Google Ads is a great way to not only view who you are competing with on the paid results but can also be very useful in underpinning account analysis & strategy decisions.
Auction Insights let you compare your performance with other advertisers who are participating in the same auctions that you are, and is available for both Search & Shopping results respectively. A report can be generated at either the campaign, ad group or keyword level depending on how granular you want to take the analysis.
To navigate to the Auction Insights report, you can take two different routes. One option is to select the Auction Insights tab at the left-hand side of your Google Ads navigation (example at the campaign level):
The other option is to select the campaign/ad group/keyword that you want to use, and click on Auction Insights:
The Auction Insights report will show you 6 main statistics for search campaigns, whereas shopping campaigns can only generate 3 statistics:
- Impression Share (Search & Shopping): The number of impressions that you have received divided by the estimated number of impressions that you were eligible to receive.
- Overlap Rate (Search & Shopping): How often other competitors ad received an impression when your ad also received an impression.
- Position Above Rate (Search Only): How often another competitor’s ad showed in a position above yours when both of your ads were eligible to show at the same time.
- Top Of Page Rate (Search Only): How often your ad or the ad of a competitor showed above the organic results at the top of the page.
- Abs. Top Of Page Rate (Search Only): How often your ad, or the ad of a competitor showed at the absolute top of the page, as the very first ad above organic results.
- Outranking Share (Search & Shopping): The number of times that your ad ranked higher in the auction than another participant’s ad, plus the number of times that your ad showed when theirs did not, divided by the total number of ad auctions that you participated in (defined as a percentage)
The report can then be segmented by either time or device to further analyse the data if required:
So, for example, you could view a specific campaign report and segment by day of the week, in order to understand when during the week you or your competitors are showing the most. With all of these options at your disposal, you can really get an insight into specific areas of your account to understand both the competitive landscape and how you stack up against those competitors on the auction.
Start to layer in regularly checking the Auction Insights tab into your normal checks for your account, and become familiar with who is in your competitive space. If you take the time to get to know the report, it can be an extremely effective tool when analysing your account performance.
Do Auction Insights sound like something you think would be beneficial within your account? Are you wanting to improve your performance within your Google Ads Account? Contact our team NOW.