Google AdWords Auction Insight Report is the key tool to keep track of your competition. This blog will take you through all the components of the report and how to interpret & extract the data along with how to use it to optimize your campaigns.
Auction Insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are. The Auction Insights report is available for both Search and Shopping Campaigns. It basically helps us to make strategic decisions about bidding and budgeting by showing where you are leading and where you are missing the opportunities.
Auction Insights Reports:
1) The Auction Insights Report for Search Campaigns:- It provides 6 different parameters: Impression Share,Average Position, Overlap Rate, Top of the Page rate, position above rate and outranking share. We can generate the report for one or more keywords, ad groups, or campaigns and segment the result by date and time.( as long as they meet the minimum activity selected for the time selected).
2) The Auction Insights Report for Shopping Campaigns:- It provides 3 different parameters: Overlap Rate, impression share, outranking share.We can generate the report for one or more ad groups, or campaigns and segment the result by date and time.( as long as they meet the minimum activity selected for the time selected). We can extract the data for shopping campaigns from October 2014 to present.
In detail description of all the Auction Insights Parameters:
A) Average Position (Only for Search Campaigns )
Average Position is a parameter that helps you to know how high your ads are ranking compared with those of your competitors competing in the same auctions. It's the average rank of your ad in the auctions, which determines the order of your ads on the SERP. (Search Engine Result Page)
For example: if one of the participants in the Auction Insight Report showed a position of "5" in the column of Average Position, it means the participant's ad on a average showed on the 5th place on the SERP where your ad also showed.
B) Impression Share
Impression Share is the number of impressions you received divided by the estimated number of impressions you were eligible (eligibility is based on your ads' approval statuses, bids, targeting settings, and Quality Scores) to receive, it also shares the impression share of other competitors/advertisers as a proportion of the auctions in which you were also competing. Note that Shopping Campaigns don't use Quality Score.
C) Top of Page Rate (Only for Search Campaigns )
It tells you how often your ad ( or the ad of another advertisers, depending on which row you're viewing) was shown at the top of the SERP page, above the unpaid search results (organic search results)
D) Outranking Share
It is the percentage of number of times your ad ranked higher in the auction than another advertiser's ad, plus the number of times your ad showed when theirs did not, divided by the total number of ad auctions you participated in.
E) Position Above Rate (Only for Search Campaigns )
Position Above Rate is how often other advertiser's ad was shown in a higher position than yours was, when both of your ads were shown at the same time.
For example: if one of the other advertisers in your Auction Insights report is showing "5%" in the column, it means that other advertiser's ad showed in a position above yours in 5 out of every 100 times your ads showed at the same time.
How to find the Auction Insights Report in Google AdWords?
1. Sign in to your AdWords account.
2. Click the Campaigns, Ad Groups, or keywords tab based on what information one wants to see in the report.
3. If you want to select specific campaigns, ad groups, or keywords click on the box next to each item. Click the Details tab at the top of the statistics table.
4. In the drop - down menu, of the Details tab, under "Auction Insights", click All or Selected.
Create an Auction Insights
The Auction Insight Filter provides with information as in which of your keywords, ad groups, or campaigns have Auction insights reports available to view. Creating a filter, help you locate keywords, ad groups, and campaigns that have auction insights reports available.
1. Sign in to your AdWords account.
2. Click the Campaigns, Ad Groups, or keywords tab based on what information one wants to see in the report.
3. Click the Filter button above your statistics table.
4. Click Create Filter.
5. Click the drop - down menu in the panel that appears to see a list of conditions for new filters. Select Auction Insights and click Available from the "matches any" drop - down.
6. Save this new filter by checking the "Save Filter" box and clicking Apply. The table then automatically updates to show your keywords or ad groups with available Auction insights reports.
7. The report will be as shown below. You can segment your report on the basis of 'Device' or 'Time' to get more insight from segment drop down menu.
8. We can also export the report or schedule the report to be shared on your email.
9. This is how the report look like when you segment it into week, month, quarter, year and day of the week.We can increase your bids during days when your competitor is highly competitive and lower your bid when they are lying low.
Note:
Auction Insight report provides information on other advertisers who participated in the same auctions as you. But this does not mean or indicate that the other advertisers have the same advertising settings as you. The other metrics shown are based only on instances when your ads were also estimated to be eligible to appear. This report won't reveal the actual keywords, quality bids, or settings from your campaigns, and it won't give you insight into the same information for others.
That's all from my end...
If you have any queries, feel free to write in comments down below..
Stay tuned for more digital advertising!!
Thank You...
Auction Insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are. The Auction Insights report is available for both Search and Shopping Campaigns. It basically helps us to make strategic decisions about bidding and budgeting by showing where you are leading and where you are missing the opportunities.
Auction Insights Reports:
1) The Auction Insights Report for Search Campaigns:- It provides 6 different parameters: Impression Share,Average Position, Overlap Rate, Top of the Page rate, position above rate and outranking share. We can generate the report for one or more keywords, ad groups, or campaigns and segment the result by date and time.( as long as they meet the minimum activity selected for the time selected).
2) The Auction Insights Report for Shopping Campaigns:- It provides 3 different parameters: Overlap Rate, impression share, outranking share.We can generate the report for one or more ad groups, or campaigns and segment the result by date and time.( as long as they meet the minimum activity selected for the time selected). We can extract the data for shopping campaigns from October 2014 to present.
In detail description of all the Auction Insights Parameters:
A) Average Position (Only for Search Campaigns )
Average Position is a parameter that helps you to know how high your ads are ranking compared with those of your competitors competing in the same auctions. It's the average rank of your ad in the auctions, which determines the order of your ads on the SERP. (Search Engine Result Page)
For example: if one of the participants in the Auction Insight Report showed a position of "5" in the column of Average Position, it means the participant's ad on a average showed on the 5th place on the SERP where your ad also showed.
B) Impression Share
Impression Share is the number of impressions you received divided by the estimated number of impressions you were eligible (eligibility is based on your ads' approval statuses, bids, targeting settings, and Quality Scores) to receive, it also shares the impression share of other competitors/advertisers as a proportion of the auctions in which you were also competing. Note that Shopping Campaigns don't use Quality Score.
C) Top of Page Rate (Only for Search Campaigns )
It tells you how often your ad ( or the ad of another advertisers, depending on which row you're viewing) was shown at the top of the SERP page, above the unpaid search results (organic search results)
D) Outranking Share
It is the percentage of number of times your ad ranked higher in the auction than another advertiser's ad, plus the number of times your ad showed when theirs did not, divided by the total number of ad auctions you participated in.
E) Position Above Rate (Only for Search Campaigns )
Position Above Rate is how often other advertiser's ad was shown in a higher position than yours was, when both of your ads were shown at the same time.
For example: if one of the other advertisers in your Auction Insights report is showing "5%" in the column, it means that other advertiser's ad showed in a position above yours in 5 out of every 100 times your ads showed at the same time.
How to find the Auction Insights Report in Google AdWords?
1. Sign in to your AdWords account.
2. Click the Campaigns, Ad Groups, or keywords tab based on what information one wants to see in the report.
3. If you want to select specific campaigns, ad groups, or keywords click on the box next to each item. Click the Details tab at the top of the statistics table.
4. In the drop - down menu, of the Details tab, under "Auction Insights", click All or Selected.
Create an Auction Insights
The Auction Insight Filter provides with information as in which of your keywords, ad groups, or campaigns have Auction insights reports available to view. Creating a filter, help you locate keywords, ad groups, and campaigns that have auction insights reports available.
1. Sign in to your AdWords account.
2. Click the Campaigns, Ad Groups, or keywords tab based on what information one wants to see in the report.
3. Click the Filter button above your statistics table.
4. Click Create Filter.
5. Click the drop - down menu in the panel that appears to see a list of conditions for new filters. Select Auction Insights and click Available from the "matches any" drop - down.
6. Save this new filter by checking the "Save Filter" box and clicking Apply. The table then automatically updates to show your keywords or ad groups with available Auction insights reports.
7. The report will be as shown below. You can segment your report on the basis of 'Device' or 'Time' to get more insight from segment drop down menu.
9. This is how the report look like when you segment it into week, month, quarter, year and day of the week.We can increase your bids during days when your competitor is highly competitive and lower your bid when they are lying low.
Note:
Auction Insight report provides information on other advertisers who participated in the same auctions as you. But this does not mean or indicate that the other advertisers have the same advertising settings as you. The other metrics shown are based only on instances when your ads were also estimated to be eligible to appear. This report won't reveal the actual keywords, quality bids, or settings from your campaigns, and it won't give you insight into the same information for others.
That's all from my end...
If you have any queries, feel free to write in comments down below..
Stay tuned for more digital advertising!!
Thank You...
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