What would you do differently if you knew the paid search strategy of your competitors?
Google has for quite some time provided data on impression share within campaigns and ad groups, reporting the percentage of impressions received as compared to the estimated number of impressions for which an advertiser was eligible.
While that information is certainly valuable, you just knew Google had more to share, right? Boy, do they ever.
Google recently released the Auction Insights report for AdWords, which provides advertisers the ability to compare their performance with other advertisers who compete for the same set of auctions. The more advertisers know about the strategy of their competitors, the better performance they’ll receive from their paid search spend. And likely, the more they’ll ultimately spend.
Through the new report, advertisers are able to see just ow often their ads rank higher than others’ on the search results and how often those competing advertisers ads appear compared to theirs based on estimated possible impressions.
What is interesting about the Auction Insights report is that it provides data at the keyword-level, and offers five different statistics including impression share, average position, overlap rate, position above rate, and top of page percent. Let’s look a little closer at the statistics provided within the report and how you may be able to use it.
The average position column shows how your ad ranks compared to other advertisers. Average position in this context is the average rank of the ad in the auctions, which of course determines the order of ads on the search results.
The impression share column, calculated as the percentage of impressions received, divided by the estimated number of impressions an advertiser is eligible to receive (based on a variety of factors, of course), provides the impression share of other advertisers as a proportion of the auctions in which you participate.
The overlap rate tells advertisers how often you and another advertisers received impressions at the same time for the same keyword. The position above rate tells advertisers how often that competing advertiser’s ad was shown in a higher positions, while the top of page rate shows how often your ad was shown above the organic search results.
The report provides information which will prove useful when making decisions about bids, budgets and even keywords by showing where an advertiser is winning and where advertising spend might be falling short. So what should you expect from this tool? In short, more information – information that can be used to improve the efficiency and effectiveness of your AdWords campaign.