Using Google Adwords Auction Reporting Tool To Analyse Competitors
When done correctly in Google Adwords, this report will provide you with an insight into your competitors who are also advertising on Google Adwords. In providing this data, Google are not breaching any 'client confidentiality', as this data can be gained from analysing the publicly available search results. However that is very time-consuming, therefore we provide you with the following report to give you an overview of the business niche you are competing in.
NB: This report is only available on a single-keyword-per-report.
Therefore we pick your most important, and productive keyword and run the report for that particular keyword. In following example, I have used the keyword "Adwords Advertising" from one of our company's own Adwords campaigns.
The following information will help you to understand the data in your Google Auction report.
1. Impression Share
How often a participant received an impression, as a proportion of the auctions in which you were also competing. Learn more about Auction insights. Impression share is the percentage of impressions you received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads' targeting settings, approval statuses, bids, and Quality Scores. This number is updated once a day.
2. Avg. Position
The average position for the participant’s ads when they received an impression (all successful auctions).
3. Overlap Rate
How often another participant's ad received an impression when your ad also received an impression. Learn more about Auction insights.
4. Position Above
When you and another participant received an impression in the same auctions, how often the other participant’s ad was shown in a higher position on the page than yours was.
5. Top Of Page Rate
When a participant’s ad received impressions, how often it appeared at the top of the page above the search results.