How to use Auction Insights in Google Ads

By: Jyll Saskin Gales, Google Ads Coach

Are you curious about the Auction Insights report in Google Ads? In this blog post, we'll break down what it is, how it works, and how you can use it to optimize your ad campaigns.

What is the Auction Insights Report in Google Ads?

The Auction Insights report is a valuable tool available in Google Ads for Search, Shopping, and Performance Max campaigns. It provides insights into your competition by showing you which other advertisers are participating in the same auctions as you, aka who else is bidding on the same queries. However, it's important to note that it doesn't show market share, but rather, your Impression Share and your competitors' Impression Share on your pool of eligible keywords.

What Does the Auction Insights Report Show?

The Auction Insights report shows several key metrics, including:

1. Impression Share: How often your ads were shown compared to how often they were eligible to be shown.
2. Overlap Rate: How often your ads and your competitors' ads were shown at the same time.
3. Outranking Share: How often your ad ranked higher than your competitors' ads, or showed when theirs didn't.
4. Position Above Rate: How often your competitors' ads ranked higher than yours, or showed when yours didn't.
5. Top of Page Rate: How often your ad or your competitors' ads showed above the organic search results.
6. Absolute Top of Page Rate: How often your ad or your competitors' ads were the very first ad shown above the organic search results.

How Can I Use the Auction Insights Report to Optimize My Ads?

The Auction Insights report can be a valuable tool for optimizing your Google Ads campaigns. Here are a few ways you can use it:

• Identify Competitors: See who you're competing against and how often their ads are shown compared to yours.
• Analyze Impression Share: Understand why you might be losing Impression Share (e.g., due to budget or ad rank).
• Adjust Bidding Strategies: If you're losing Impression Share due to rank, consider increasing your bids or improving your ad quality.
• Refine Targeting: If you're seeing competitors who aren't relevant to your business, you may need to refine your keyword targeting or audience targeting.

While the Auction Insights report is a helpful tool, it's important not to obsess over it. Check it periodically, perhaps once a month, to keep a pulse on your competition and identify any potential areas for improvement.