The Auction Insights report in Google Ads lets you compare performance of your ads with other advertisers who are competing within the same auctions as you. You can use this data to inform your overall advertising strategy.
In this post, we’ll take a look at the metrics available within the Auction Insights report and how you can use it to analyze your competition.
Auction Insights Metrics
First, let’s take a look at the available metrics in the Auction Insights report.
Impression share is the number of impressions you received divided by the estimated number of impressions you were eligible to receive. “Eligibility” is based on your current ads’ targeting settings, approval statuses, bids, and Quality Scores.
Overlap rate is how often another advertiser’s ad received an impression in the same auction that your ad also received an impression. You can use this metric to understand which competitors are showing up most often in the auctions where your ads appear.
Position above rate is how often another advertiser’s ad in the same auction shows in a higher position than your own, when both of your ads were shown at the same time.
Top of page rate is how often your ad or the ad of another advertiser, depending on which row you’re viewing was shown at the top of the page in search results.
Search absolute top impression rate is the percent of your impressions that are shown as the very first ad above the organic search results. You can use this metric to see whether changes in performance are due to changes in your ads’ location.
Outranking share is how often your ad ranked higher in the auction than another advertiser’s ad, or if your ad showed when theirs did not.
Analyzing Auction Insights
You can analyze auction insights data at the campaign, ad group, and keyword level as long as there is enough data over the selected time period. I would recommend looking at the auction insights report monthly for your top 10 keywords to see if there are any changes in performance compared to your competitors.
You can also apply segments to your auction insights data. I like to set my data range to the last 12 months and then segment by month to look for any changes in competitor behavior over time. Are certain competitors outranking your more often than in the past? Have any new competitors entered into the auctions that you should be aware of? This is a good way to keep an eye on what competitors may be changing within their ad strategy.
You can also segment performance by Device to see if there are any changes in competitor behavior based on the device they are targeting. Are certain advertisers showing above you more often on mobile vs desktop? Are there certain devices advertising seem to be bidding on more aggressively to outrank your ads?
There are a lot of insights you can gather from using the Auction Insights report. I recommend making it part of your monthly optimization checklist at a minimum, especially for your top performing campaigns and keywords.
How often do you look at the Auction Insights report and does the data impact your advertising strategy? Let us know in the comments below!