Master Google Ads Auction Insights to Beat Your Competitors
▼ Summary
– The Google Ads Auction Insights report provides competitive data on how your ads perform against competitors in search results for Search and Shopping campaigns.
– It includes metrics like Impression Share, Overlap Rate, and Outranking Share, with some metrics specific to Search inventory only.
– Impression Share shows the percentage of impressions you received out of eligible auctions, while Overlap Rate indicates how often you and a competitor appear together.
– The report can be used to identify competitors and analyze their ad creative via the Google Ads Transparency Center to improve your own ad copy and strategy.
– It is recommended to check the report periodically for strategic insights rather than obsessing over it constantly, focusing on high-level adjustments and competitor trends.
Mastering Google Ads Auction Insights can transform how you approach competitive strategy in paid search. Tucked away within your Google Ads dashboard, this powerful report offers a clear window into how your campaigns stack up against others vying for the same audience. What makes it especially valuable is that the competitors you see here might not be the ones you face in the broader market, these are the players actually showing up in the same auctions as you.
Let’s break down the metrics and practical applications of the Auction Insights report so you can turn raw data into a strategic edge.
The Auction Insights report reveals how often your ads appear in search results compared to others competing for the same keywords. It’s an efficient way to gauge your competitive standing without leaving the platform. You can access it under Insights and Reports, then select Auction Insights. The report is available at various levels, account, campaign, ad group, or keyword, for Search, Shopping, and Performance Max campaigns.
Keep in mind that your search impression share must be at least 10% for the report to populate. Also, note that it only covers Google Search inventory, not Search Partners.
The metrics displayed vary slightly depending on whether you’re viewing Search or Shopping data. Three core metrics, Impression Share, Overlap Rate, and Outranking Share, apply to both. Three others, Position Above Rate, Top of Page Rate, and Absolute Top of Page Rate, are exclusive to Search.
Impression Share measures the percentage of impressions you actually received out of the total number you were eligible for. If your campaign was eligible for 1,000 impressions but only showed 100 times, your impression share is 10%. The missing impressions could be due to budget constraints, low ad rank, or both. While Auction Insights won’t specify the reason, you can cross-reference with other campaign metrics to diagnose the issue.
What’s particularly useful is that the report also shows your competitors’ impression shares. If a rival has a 20% share, it means they appeared in 20% of the auctions where you were eligible. This doesn’t necessarily mean they have a larger presence overall, it only reflects their performance on the keywords you’re targeting.
Overlap Rate indicates how often a competitor’s ad appeared when yours did. A high overlap means you’re frequently competing for the same search queries and appearing together on the results page.
Outranking Share reveals how often your ad appeared above a competitor’s or showed when theirs didn’t. In short, it tells you how frequently you came out on top.
Position Above Rate is the inverse, it shows how often a competitor’s ad appeared above yours when both were displayed. A high rate here suggests they’re consistently outranking you.
Top of Page Rate measures how often your ad appeared above organic results. If you had 10 impressions and 4 were in the top positions, your rate would be 40%. The same applies when evaluating competitors.
Absolute Top of Page Rate goes a step further, showing how often your ad was the very first one on the page. If one out of ten impressions was in the top spot, your rate is 10%. You can dig deeper into these placements using the Top vs Other segment in your campaign reports.
So how can you put this information to work?
A highly effective tactic is to identify your top auction competitors and study their ad creative. The Google Ads Transparency Center is a free tool that lets you see exactly what ads your rivals are running. Analyzing their messaging can inspire improvements to your own copy, perhaps a stronger call to action or a unique value proposition worth testing. Refining your ads can boost click-through rates, improve ad rank, and increase visibility.
That said, it’s important not to get lost in the data. Avoid checking the report too frequently, it’s easy to fall into analysis paralysis. Instead, monitor impression share regularly and use the Search Lost IS (Rank) and Search Lost IS (Budget) columns to understand why you’re missing impressions.
A monthly or quarterly review of the full report is usually sufficient. This helps you spot new competitors, track changes in competitor activity, and make informed strategic adjustments. By interpreting these metrics thoughtfully and applying insights to your ad copy and bidding, you can sharpen your competitive edge and improve performance across Search and Shopping campaigns.
(Source: Search Engine Land)
