What Is The Google Ads Auction Insights Report?
Auction insights is a pre-built report in Google Ads that provides information on other advertisers who’re also bidding on the same keywords as you. It is available for both search and shopping campaigns. This report can be viewed at an account, campaign or ad group level. Advertisers are shown only by their “Display URL Domain” i.e.innovationvisual.com
Although Google won’t provide you with specific keywords other advertisers are bidding on, you can roughly work out where they’re prioritising spend if you’ve structured your account correctly. This will allow you to more accurately use the data to highlight where your activities are performing well but also where there may be opportunities for improvement.
Using the Google Ads Auction Insights report can help you compete smarter. If you’d like some help in understanding your Google Ads Auction Insights report then please let us know, we’d be happy to help. You can get in touch with us here.
What Metrics Can You See & What Do They Mean?
There are six key metrics available in the Google Ads Auction Insights Report. They are Impression Share, Overlap Rate, Position Above Rate, Top of Page Rate, Abs. Top of Page Rate and Outranking Share.
It is possible to view a report for one or more keywords, ad groups or campaigns which can be segmented by time and device. This data is only available if your campaigns have achieved the minimum level of activity over the period being analysed.
“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. This number is updated once a day.
“Overlap rate” is how often another advertiser’s ad received an impression in the same auction that your ad also received an impression.
Position Above Rate
“Position above rate” is how often another advertiser’s ad in the same auction is shown in a higher position than yours, when both of your ads were shown at the same time.