In digital marketing, Google Ads are an important tool for every business to get instant and quality leads and results. After running different types of campaigns, it is important to know how our campaigns’ performance compares to our competitors’. To analyze the campaign performance, Google provides auction insights to understand the results. It is one of the most powerful and most useful tools for advertisers to understand how our ads are performing and what other advertisers are doing. Google Ads auction insights are very helpful to businesses to increase the quality of leads, perfect bidding strategies, targeted keywords, and more ad visibility.

What is Google Ads Auction Insights?

Google Ads auction insights are one of the powerful tools in Google Ads. It will generate the most profitable reports for advertisers; these contribute hugely to improving the business. If you’re running live ads for a specific business purpose, then you need to know how your ad is performing and how your competitors are performing. You need to get real-time data. It helps to know what your position is and who is behind you or ahead in the auctions. This tool provides fully fledged, comprehensive data to understand actual results and where improvements are needed. You will get these reports at different levels, such as campaign, ad group, and keyword level.

Why Are Auction Insights Important for Advertisers?

Auction insights are very helpful for advertisers to analyze how campaigns are performed. It gives meaningful data for advertisers; by utilizing auction insights, we can optimize the campaigns better than previously, without them. It is difficult for any advertiser to run the campaigns more successfully and profitably; identifying bidding strategies and how much our advertisers are spending helps save more budget.

 

Key Metrics in Auction Insights

Auction insights provides different types of metrics to analyze the campaign with competitors. These are very helpful to improve campaigns, generate more quality leads, and avoid budget waste.

1. Impressions share

It describes the number of impressions we received compared to the total eligible impressions. If our ad received more impressions, then our ad copy is high quality, and our ad appears repeatedly. If low impressions are received, it is caused by many reasons, such as a low budget, a poor ad copy score, and high competition. To improve, there is a need to increase the budget and make the changes required in the ad copy.

2. Overlap Rate

It tells how many impressions were received by our competitors in the same auction; it helps identify who the true competitor is for us

3. Position Above Rate

It tells how many times our competitor’s ads are shown; when both ads are shown in the same auction, it indicates the competitor’s dominance.

4. Outranking Share

It shows how many times our ad is displayed compared to competitors; it indicates our ad’s strength.

5. Absolute Impression Share

It describes how our ad is displayed at the top of the Google search results. If our ad is displayed at the top, then our CTR (click-through rate) is high; it is the most important metric to optimize the campaign.

6. Top of the Page Rate 

It indicates how many times our ad was displayed at the top of the organic results. If our ad is displayed in this position, then our ad visibility is higher.

How to Access and Use Auction Insights in Google Ads

Step 1. Just log in to your Google Ads account

Step 2: Click on the campaigns; you will see the option “Auction Insights.”

Step 3. Select the campaign, ad group, and keywords.

You can see the auction insights at different levels, such as the campaign level and the ad group level.

Common Mistakes to Avoid when using Auction Insights

Auction Insights provides very useful and accurate data whenever advertisers use it; then they need to avoid a few common mistakes.

1. Overreacting to competitors

When competitors’ ads are showing up at the top in Google search results, then you don’t need to increase the budget right away. Don’t overthink competitor ads; focus on your ads only.

2. Leave Quality Score

Just leave it as a quality score parameter; it is not too useful for advertisers, even if our quality score is lower. If our ad copy is better according to us, then we can also receive good-quality leads. Google gives that quality score according to Google’s point of view of whether the ad is good or bad, but we don’t need to care about Google’s point of view; we only focus on how our ad is from our point of view.

3. Focus on Top Positions

Try to come in the top positions in Google search; whenever you come in the top positions, there is a high chance of getting more leads. And it is not ultimate; Even if you don’t come to the top, you can get leads when you come lower in the search results page. But if you aim to get more leads, then don’t hesitate to increase the budget. Use automatic bidding strategies and max cpc for maximum clicks and save the budget

4. Chasing Top Positions

Many advertisers think blindly that if our ad appears in the first position, then only we receive clicks. It is not reality from the advertisers’ point of view in paid ads. If your ad is displayed on the results page, it may be at the top or bottom. There is an equal number of chances to get leads and clicks, so just don’t go to chase the top position only; even sometimes, bottom positions also get a good number of leads and maximum return on investment.

5. Look at that completely.

Many advertisers check data only at the campaign level; if they don’t go into the ad group or keyword level, they will miss important details. Here, only know the real competition.

6. Using Data Without Context

Auction insights do not provide search terms and location; it will be the biggest mistake. analyse data with these; also, if our ad appears in useless locations and with unnecessary keywords, there is no use, and a huge budget will be wasted. Need to cross-check with search terms and location. Also, without these, it will lead to budget waste. It is also crucial to see these two reports.

Conclusion

Google auction insights are very useful tools to optimize the paid campaigns; they will provide valuable data, analyze the competitors’ bidding strategies, and identify the correct keywords. It is not only about monitoring competitors; it will also be helpful to learn how to run better campaigns for our business. By utilizing this tool, the business will be more profitable. Analyzing key metrics in auction insights provides valuable data. Whenever we use these auction insights in an informative way, it will lead to more business growth and maximum ROI