Google Adwords Rolls Out New Auction Insights

Yesterday, Google announced the roll out of a new AdWords feature called "Auction Insights".  Today, we were able to access this exciting data in our clients' accounts.  We're particularly excited because PPC-Strategies took part in Google's usability study for this feature a few months ago.

Essentially, advertisers can now evaluate their ad's Impression Share and Average Position in comparison to their competitors at the keyword level.  This report also contains helpful information about "Overlap Rate",  "Position Above Rate", and "Top of Page Rate".  Each of these provides additional insight into how a competitor might be bidding and budgeting for a particular keyword.

Here's a look at how to find the Insights report.  NOTE:  The dropdown previously labeled  "See Search Terms" now says "Keyword Details".  If the data is available for a particular keyword, you'll notice a new little graph icon to the left of the keyword:

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This is an example of the report level detail for just one of our client's most important "brand" keywords.

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We're excited to explore this feature and unlock competitive insights for our clients.  Having this information available at our fingertips without having to launch (and pay for!) another tool and then match 3rd party data to our AdWords cost data will be invaluable.

We look forward to hearing how others leverage this new "insight" for their clients. 

Barb Young