To empower its AdWords advertisers to compare their performance with other advertisers who are participating in the same auctions that they are, Google launched the Auction insights report, that shows "how often your ads rank higher than other advertisers' ads on the search results page, and how often your ads appear compared to theirs based on your estimated possible impressions," Google said.
The Auction insights report provides data at the keyword-level, and provides five different statistics: impression share, average position, overlap rate, position above rate, and top of page percent.
"This report provides information on other advertisers that participated in the same auctions as you. This does not indicate that the other advertisers have the same keywords, match types, or other targeting settings as you. The other advertisers' metrics shown are based only on instances when your ads were also estimated to be eligible to appear. These reports will not reveal the actual keywords, quality, or settings from your campaign, and it will not give you insight into the same information for others," Google explained.
"Reports can be generated for one keyword at a time, and data is only available for keywords that meet a minimum threshold of activity for the time period specified. If you see this icon () to the left of a keyword in your statistics table on the Keyword tab, you'll know that the Auction insights report is available for that keyword," explains Bhanu Narasimhan, Group Product Manager, AdWords.
To finding the Auction insights report for a keyword:
- Go to your Keywords tab
- Click the box next to the keyword you are interested in. (You'll know if the Auction insights report is available for this keyword if you see an icon to the left of the keyword.)
- Click the "Keyword details" box at the top of the statistics table.
- In the dropdown menu, click "Selected (single keyword)" under the "Auction insights" header.
- You'll now be taken to the Auction insights report for your selected keyword.
For more information on the Auction insights report, visit the AdWords Help Center.