What Is The Google Ads Auction Insights Report?

Auction insights is a pre-built report in Google Ads that provides information on other advertisers who’re also bidding on the same keywords as you. It is available for both search and shopping campaigns. This report can be viewed at an account, campaign or ad group level. Advertisers are shown only by their “Display URL Domain"

Although Google won’t provide you with specific keywords other advertisers are bidding on, you can roughly work out where they’re prioritising spend if you’ve structured your account correctly. This will allow you to more accurately use the data to highlight where your activities are performing well but also where there may be opportunities for improvement.

What Metrics Can You See & What Do They Mean?

There are six key metrics available in the Google Ads Auction Insights Report. They are Impression Share, Overlap Rate, Position Above Rate, Top of Page Rate,? Abs. Top of Page Rate and Outranking Share.

It is possible to view a report for one or more?keywords,?ad groups?or campaigns which can be segmented by time and device. This data is only available if your campaigns have achieved the minimum level of activity over the period being analysed.

Impression Share

“Impression share” is the number of impressions you received divided by the estimated number of impressions you were eligible to receive.

Eligibility is based on your current ads' targeting settings, approval statuses, bids and quality scores. This number is updated once a day.

Overlap Rate

“Overlap rate” is how often another advertiser’s ad received an impression in the same auction that your ad also received an impression.

Position Above Rate

“Position above rate” is how often another advertiser’s ad in the same auction is shown in a higher position than yours, when both of your ads were shown at the same time.

Top of Page Rate

“Top of page rate” is how often your ad (or the ad of another advertiser, depending on which row you're viewing) was shown at the top of the page in search results. “Top of page” is any position higher than Organic results in the SERP.

Abs. Top of Page Rate

“Search absolute top impression rate” is the percentage of your impressions that are shown as the very first ad above the organic search results.

Use this metric to see whether changes in performance are due to changes in your ad's location.

Outranking Share

“Outranking share” is how often your ad ranked higher in the auction than another advertiser’s ad, or if your ad was shown when theirs was not.