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.
Google AdWords recently added a new filter option within their platform to allow advertisers to view specific performance metrics. Filters can be created at all levels within a PPC account, from high level campaign overview to granular metrics for all keywords.
To enable a filter, select the Tab you would like to concentrate on — either Campaigns, Ad groups, Ads or Keywords. Choose the Filter pulldown option and select Create a filter. There are a multitude of filters that can be created, using different performance metrics such as bounce rate or pages/visit in the Analytics filter; or even conversion data such as cost per conversion, view through conversions or conversion value.
One way to filter campaigns is by cost per conversion to identify which campaigns are above a specific cost per conversion and use this information to further optimize your PPC campaigns. From there, you can identify which keywords within those campaigns are bringing in conversions at a higher cost.
Another technique to employ filters is to spot keywords that have a limited status due to it’s CPC bid being below the first page bid. This filter allows advertisers to easily find keywords that are not showing on the first page of the search engine results page and increase bids as necessary. In addition, advertisers can segment keywords that have a disapproved status to easily remedy the issue to have ads up and running again.
By filtering PPC metrics, advertisers can more easily optimize their campaigns to achieve better performance metrics and improve results.