Google has updated the capabilities for its Auction Insights report so that advertisers can easily see how they stack up against their Google AdWords competition. Previously, advertisers were only able to see the Auction Insights report for individual keywords. Now, Google has announced that advertisers can view the Auction Insights report for a group of keywords, individual or multiple ad groups or at the individual or multiple campaign level.
With this information, advertisers can compare their paid search efforts in terms of impression share, average position, overlap, position above and top of page rates. From there, advertisers can choose to increase maximum cost-per-click (CPC) bids and daily budget accordingly.
To see Auction Insights, go to the tab of where you would like to compare your performance data. Select the campaign(s), ad group(s) or keywords you would like to compare against your competition. Next, select the drop down menu under “Details” and choose either Selected or All. A new screen with your Auction Insights report should appear.
Below is a screen shot of an example of an Auction Insights report at the campaign level that is sorted by Impression share.