Using The AdWords “Auction Insights” Feature To Improve Your Marketing Efforts
Google has introduced a new feature of AdWords, known as Auction Insights. This feature lets you choose a keyword in your Adwords account. You can compare your performance on the keyword with that of other advertisers who are working on the same keyword. However, your privacy will be maintained by Google. Your competitors cannot see the actual data of your account. The report only shares the information that can be obtained with the help of a scraping bot or by running the searches on Google manually. The following is included in the reported metrics:
It is the average ad position for you and other advertisers.
It is the time, in terms of percentage, for which your and others advertisers’ ads are displayed on Google searches.
Position Above Rate
It is the number of times the advertisements of your competitors are displayed above your ads for a Google search.
It is the rate at which you and other advertisers’ ads are displayed on one search.
Top of Page Percent
It is the rate at which the advertisements of your and other advertisers are displayed at the top right side of the page.
The report looks like the following:
Following are some ideas that can be used to improve the performance of your campaign:
Discovery of High Quality Keyword
It is a very important area to be focused upon. If you monitor the reports of Auction Insights regularly, you can see the keywords that are used frequently by the competitors. If your competitors have a ‘Top of Page Rate’ and ‘Impression Share’, you should ask questions such as ‘What makes the competitor ensure that he has a high exposure for the keyword?’ Such kind of questions will take more attention of yours to the keywords that are usually not focused upon.
Look Into the Media Budget of Your Competitor
This report will show how often your competitors appear on Google search page for some particular keywords and how many times they have appeared on the top of the Google page. However, you will not know how much they have spent in doing so. A competitor will have a huge budget if his impression share for the keywords is 100%.
Search for High Performing Landing Pages of the Competitor
If a website has a high impression share or it shares a top position at the Google search page, this means that the keyword is giving them good results. You can check out if they have an attractive layout or well-displayed contact details. This is how you can improve your landing pages.