Auction insights for PPC data is the easiest identifier for any competitive analysis to identify market opportunities. By analyzing the auction insights for PPC data, you will gain a better understanding of the strengths and weaknesses of your competitors. You will be able to identify gaps in the market that your business can fill and adjust your bidding strategies accordingly. With this information, you can create targeted ad campaigns that will effectively reach potential customers.
Every time a user performs a search for one of your keywords, Google will run an ad auction in the background to determine which ads serve better and position it should appear. In Google Ads in particular, auction insights for ppc reports on the following data points for you and your competitor: Impression Share, Overlap rate, Position above rate, Top of page rate, Absolute top of page rate, and Outranking share in your post.
Understanding Each Auction Insights Data Points
Impression Share: Known as amount of impression you receive against the estimated number of impressions you were eligible to receive.
Overlap Rate: How often another advertiser’s ad received an impression in the same auction that your ad also received an impression.
Position Above Rate: How often another advertiser’s ad in the same auction shows in a higher position than your own when both of your ads were shown at the same time.
Top of Page Rate: How often your ad was shown at the top of the page in search results.
Abs. Top of Page Rate: The percent of your impressions that are shown as the very first ad above the organic search results.
Outranking Share: How often your ad ranked higher in the auction than another advertiser’s ad.
Interpreting Auction Insights Data
We can see that there are few competitors competing within the same campaign and adgroups with your current keywords. Here’s a breakdown analysis from this data inferred.
By impression share we are appearing the highest which is our aim and target for our current client. However whenever our clients are appearing our competitors have an overlap rate which also appear within our client space with the highest being 32.86%. Although, the highest overlap rate, they are not appearing at the absolute top of the page or top of the page compared to our client. This can be inferred as a strategy with guerilla method to be reach out to the industry market yet retargeting to visited user that did not convert at top of the page and absolute of the page to remind them of our existence and an appealing information to convert our client’s prospect.
We further deep dive into cost, clicks and conversion if we are able to lower our bidding cost yet stay relevance, as our client’s keywords are appearing more often. With that in mind, we would need to further discover keywords from our high impression and search terms to be used for future conversion methodology.
Used case for understanding auctions insights for PPC
Here are 2 classical case of auction insights you may infer from and perform according to your market industry with the report generated.
If you are facing unrelated competitor, yet with the used of google ads transparency, you are able to identify competitors running ads. There’s a good chance the keywords you’re bidding on may be too broad or irrelevant. Perform a search query analysis against these keywords and identify or narrow your keywords.
You do not run any PPC advertising on google thus unable to access much information on auction insights. Perform google searches with the use of 3rd party tool such as SEMRush, or contact us for an analysis of your keywords used. These will in turn help you generate a report on the keywords, ad copy, landing page your competitors are using. Refine your keywords based on the report and make note. With that in mind, consider these following on your unique selling point, any promotional offer or creative your competitors are running. Which kind of ads your competitor are running and features displayed on your competitor landing page. Is there any sign up or lead generation process you can leverage on. Lastly, grasp an idea on the position these keywords are appearing on your competitor website, start with an organic ranking for these keywords. After all, a top position organic rank will garner high traffic and relevancy which helps your prospect believe and better gain confidence in your company.
If you are not on a google ads account and running any google ads or auctions insights for PPC, we have other solutions for you. There are market tools where you can identify your gaps in the market as well. At Adssential Marketing, we can provide an overall report to help you stay ahead of the competition and capitalize on market trends before they become saturated. You will be able to increase conversions and drive more revenue for your business.
Don’t let your competitors get ahead of you. Take advantage of our auction insights data service today and start identifying new market opportunities for your business. Contact us now to learn more about how we can help grow your business!