The Auction Insights report gives an insight of the performance of your ad against your competitors' ads. You can see if your competitor has higher impression share for an important keyword or how often your competitors' ads are appearing above your ad.
Advertisers were only able to see the data for one keyword at a time, which restricted them from seeing the bigger picture of the competition. Google has announced addition of a new functionality to the auction insights report, which will make it easier for you in doing detailed analysis of the advertisement's performance.
Along with running an Auction insights report on one keyword, advertisers can run a report in following ways:
Individual or multiple ad groups
Advertisers usually arrange the keywords into meaningful groups within an ad group. For example, if they sell women apparels, they may have an ad group for "Women's Day gifts" with all the keywords that are about Women's Day. They can now select one or more ad groups from the ad groups tab for running Auction insights report. The report will show you the performance for all eligible keywords within the ad groups in comparison to the advertisers competing with you on these terms.
Groups of keywords
If you want to run a report for all the keywords that contain certain brand term or have same label; all you have to do is:
- Filter the keyword list
- Select the keywords you want to include
- Run an Auction insights report on selected terms
The steps will show you the performance of the ad for these keywords and how your top competitors are doing.
Individual or multiple campaigns
You might be interested in knowing the names competing against you for a wide range of topics. In such a scenario, you can select one or multiple campaigns from the campaigns tab and run the Auction insights report. It will help you in seeing the competitive landscape at the higher level.
Google has already rolled out the new feature and some of you might be able to access it from their account.Auction Insights Report Revamped with Improved Features!,