Wondering how your Google Ads campaign is stacking up against the competition? Maybe you want to know how your keywords perform versus your competitors’ bids, or who is bidding on your brand keywords?
You’ll want to take a look at the auction insight reporting tool for Google Ads. This treasure trove of information can help you adjust your bids and work out areas you need to improve to rank higher.
What is auction insights for Google Ads?
The auction insights report is a downloadable data sheet which shows how your keyword bids have performed in the real time bidding auctions. It lets you compare the performance of your individual keywords and ad campaigns against anyone else in those auctions.
The theory is that you can see where your ads are performing and where they are falling short – and by how much. You can even see where your ads have tied with a competitor and whether your ad came out on top, or not.
Auction insights is available for:
- Google paid search
- Google Shopping
- Performance Max campaigns
You can then access six unique statistics related to the ad performance. These are:
- Impression share
- Overlap rate
- Outranking share
- Position above rate
- Top of page rate
- Absolute top of page rate
How to access the auction insight report
Your auction insights report can be generated for the Google Ads campaigns that meet the minimum threshold for activity. What is the minimum threshold? Well, no one actually says but based on other requirements for audience analysis, at least 1000 visitors within the past 30 days will be about sufficient.
To access the data, you obviously need to login to your Google Ads account.
You can then access data based on:
- Ad groups
Choose the page for the data you want to analyze. Once inside you’ll be presented with a list of available campaigns, keywords or ad groups. Click the tick boxes for the ones you want to view.
Click on the Auction Insights button and you’ll be taken to the report.
If you have selected only search or shopping campaigns then you’ll have the data available right there. If you’ve selected a mix of search and shopping results then you’ll need to hit the corresponding radio button to switch between pages.
You can then, of course, filter your results.
How to read your auction insights data
So you’ve accessed the auction insights report, downloaded your data and now you’re wondering what it all means.
Impression share is calculated by working out the actual total of impressions against the potential total that were available. So for example, if your ad received 1000 impressions from a potential total of 10,000 then you’d have an impression share of 10%,
If your competitor’s ad receives an impression at the same time as your ad then this is an overlap. The overlap rate measures how often your competitor’s ads were shown at the same time as yours. So for 20%, your competitor’s ads showed two times in every ten impressions.
As you might have guessed, this is the amount of times your ad outranked a competitor. And, of course, it also highlights the amount of times your competitors might have outranked you…
Position above rate (search only)
Similar to outranking share, this percentage explains how often your competitor’s ad appeared above you in head to head bids. And, as stated, this can only be shown for paid search campaigns.
Top of page rate (search only)
Another self explanatory metric, the top of page rate highlights how often your ad appeared at the top of the paid search rankings.
Absolute top of page rate (search only)
Similar to top of page rate, the absolute top of page rate refers to how often your ad displayed at the top of the page as the very first ad.
What can you do with auction insight data?
Now you can see how your ads are performing, the data might serve as a useful starting point for a PPC audit. Can you adjust your bids or up your ad spend? Do you need to work on your quality score?
Google’s own recommendations for improving your search results and getting your ad ranked higher include:
- Increasing your ad campaign budgets
- Adjusting your keyword bids
- Focusing on improving your quality score
- Adjust targeting
And of course with the insight from the auction insight reports, you can see how these changes need to be enabled.
What isn’t shown in Google Ads insight data?
One thing you won’t see in your auction insights reports is data about invalid traffic. Often referred to as click fraud or ad fraud, invalid traffic is any form of non-genuine traffic clicking or viewing your paid ads.
You can actually view your invalid traffic, or IVT rate, in your Google Ads dashboard.
Google Ads normally picks up between 1-3% of clicks as invalid. However by using our own fraud filters, an average of 14% of all clicks on paid search ads come from bots, competitor clicks or other non-genuine sources.
Find out more in our complete guide to click fraud.
If you’re running Google Ads for your own business or on behalf of your clients, you can perform your own auction insights using ClickCease.
ClickCease will highlight fake traffic including fraud from sources such as VPNs or outside of geo location, fraud by specific keywords and much more.
Sign up for a FREE 7 day trial of ClickCease to run your own traffic audit.