This week Google have announced the addition of an ‘Auction Insights Report’ which is another tool that can be used to develop a strategy after getting keyword level intelligence on competitors bidding behaviour. The official blog can be found here.
The ‘Auction Insight Report’ provides individual keyword data, with 5 different stats:
Impression share is the percentage of impressions that you received divided by the estimated number of impressions that you were eligible to receive.
The average position for the participant’s ads when they received an impression
How often another participant’s ad received an impression when your ad also received an impression.
Position above rate
When you and another participant received an impression in the same auction, how often the other participant’s ad was shown in a higher position on the page than yours was.
Top of page per cent
When a participant’s ad received an impression, how often it appeared at the top of the page above the search results.
Any keyword that is eligible will have a bar chart icon to its left. To access the data open your keyword tab, select a keyword by ticking the box, click on keyword details and select Auction Insights.