Last week Google announced and launched a new reporting feature – Auction Insights for Google AdWords. This new feature shows advertisers who competes with them in keyword auctions. The competitive URL is shown along with five different statistics: impression share, average position of advertiser and competitor, overlap rate of when both ads are shown, position above rate and top of page percent.
Initial launch of this report is for single keywords only, and data is provided only from May 1, 2012 to present.
This new feature it is a great addition for businesses, as it cuts the time spent on the Ad Preview Tool trying to determine how ads stack up against the competition. Using this new tool, you can now see a range of new competitive metrics on any given keyword within your campaigns.
It is important to note is that this report does not indicate whether the competitors are running the exact keyword with exactly the same match type or targeting settings as you. It only shows the metrics for who else competed in the auction with you for a given keyword. Therefore one can’t take these results literally. For example, the competitor may be advertising in phrase match, while you were advertising in exact match categories.
It is advisable to look at longer time ranges or to ensure that the analyzed keyword has had lots of impressions. Otherwise there may not be sufficient data for Google to display.
The main advantage of Auction Insights is that it allows you to see which competitors are bidding on the same keywords as you. If you have campaigns split by devices, Auction Insights can help you determine whether your competition is advertising on mobile platforms or not – if not, then you can use that to your advantage.
Auction Insights can help to make changes to your bid strategy. For example, if your competitor’s ads are getting shown above your ads more often than you would like, you may choose to increase your bids to be positioned above your competition.
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Dhawal Sehgal is a Programmer at Domus, Inc., a marketing communications agency based in Philadelphia. For more information, visit http://www.domusinc.com. For new business inquiries, please contact CEO and founder of Domus, Inc. Betty Tuppeny at firstname.lastname@example.org or 215-772-2805.