How can you use the Google Ads Auction Insights report?

The Google Ads Auction Insights report is a powerful tool that provides insights into how your campaigns, ad groups, or keywords are performing compared to other competitors in the same auction. Here's how you can use the Auction Insights report to improve your Google Ads performance:

1. Identify your competitors: The Auction Insights report shows you the domains of other advertisers who are competing against you in the same auctions. By understanding who your competitors are, you can gain insights into their strategies and adjust your own campaigns accordingly.
2. Analyze impression share: Impression share is the percentage of times your ad was shown out of the total possible impressions. The Auction Insights report shows you your impression share compared to your competitors. If your impression share is low, it may indicate that you need to increase your bids or expand your keyword list.
3. Monitor average position: The Auction Insights report shows you the average position of your ads compared to your competitors. If your average position is low, it may indicate that you need to increase your bids or improve your ad relevance.
4. Track overlap rate: Overlap rate is the percentage of times your ads were shown in the same auctions as your competitors. A high overlap rate indicates that you and your competitors are targeting similar keywords. By understanding which keywords you have in common with your competitors, you can adjust your bids and ad copy to stand out.
5. Analyze outranking share: Outranking share is the percentage of times your ad ranked higher than your competitors in the same auctions. A high outranking share indicates that your ads are performing well compared to your competitors. By understanding which keywords and ad copy are driving your outranking share, you can optimize your campaigns to improve your performance.

To access the Auction Insights report, navigate to the "Keywords," "Ad groups," or "Campaigns" section of your Google Ads account, click on the "Segments" dropdown menu, and select "Auction insights." From there, you can customize the report to view data for specific time periods, devices, and other dimensions.