The Google Ads Auction insights is a very important data sheet that provides much information on the metrics of ad/running campaigns. In this article, I will be discussing Auction Insights Google Ads.
Keep reading till the end to find out more information about the same!
Auction Insights For Google Ads
Wondering what is auction insights in Google ads? Well, the Auction Insights report is a data sheet that is downloadable and shows how the keyword bids might have performed in the bidding auctions in real time. It would also allow you to compare the performance of your ad campaigns and individual keywords against your competitors in the auctions.
It would also show where your ads are falling short and performing well and by how much. You would also be able to see where exactly your ads might have tied with your competitors and whether or not your ad came out on the top.
Access The Auction Insights Report
The Auction Insights report can be generated for the Google Ad campaigns for meetings that meet the minimum limit for activity. The minimum limit is considered to be at least a thousand visitors within the last thirty days. For accessing the data, you would need to log in to your Google Ads account. You are going to be able to access your data based on – search keywords, campaigns, and ad groups. A user would be able to access data based on – search keywords, ad groups, and their set campaigns.
Features Of Auction Insights Report
Here is a list of features that are shown in the auction insights Google ads report:
Overlap Rate
If your competitor receives an impression at the same time as that of your ad then that is considered as an overlap. The overlap would measure how frequently the competitor’s ad was shown right at the same time as yours.
Impression Share
The impression share is calculated by working out the total of the impressions against the available potential. Hence for instance, if your ad received a thousand impressions from a potential total of ten thousand then that would indicate your impression share which stands at ten percent.
Top Of The Page Rate
This metric highlights how frequently your ad appeared at the top of the paid search form of rankings.
Position Above Rate
This percentage indicates how frequently your competitor’s ad appeared above yours in neck-to-neck bids. As already stated, these ads can only be shown for paid search campaigns.
Outranking Share
You might have guessed this already, but this refers to the number of times your ad outranked that of a competitor. OF course, it would also highlight the number of times your competitors have outranked you.
Absolute Top Of The Page Rate
This is very similar to that of the top page rate. The absolute top of the page refers to how frequently your ad gets displayed at the top of the page in the form of a very first ad.
Consider Reading: How Does Google Ads Generate Responsive Search Ads
How Google Ad Auction Works?
An auction takes place every time a user makes a search regarding something on Google. This process determines which, where, and when an ad appears on the SERP.
Here’s a step-by-step process on how it exactly works:
- When somebody searches on Google, the ad system finds all of the relevant ads whose keywords match the entered search.
- From those ads, the system then ignores the ads which aren’t eligible. Like the ads that target a different region or are not approved due to policy violation.
- From the remaining ads, the ones which sufficiently have a high Ad Rank only show up. The Ad Rank is made up of a combination of the thresholds of the Ad Rank, the quality, and the bids. The context of a person’s search and the expected impact of other ad formats and extensions are also taken into account.
Important Factors That Determine Which Ads Appear
Here is a list of all the important factors which determine the ads that are going to appear:
The Bid
How much are you willing to pay for a click on your ad? This number is going to play a major role in determining how likely it is going to be for Google to push to the top. In majority of the cases, the amount which an advertiser ends up paying up as compared to the initial bid is far less.
Expected Impact From The Ad Extensions
Ad extensions are things like phone numbers and other additional links to the other pages which are included in an ad. Google is then going to decide regarding an ad and decide how the extensions are going to impact it.
Ad Quality
Google is also going to look at the website behind an ad. The one that the ad links to is going to be the main determination. An assessment is then going to be done for the given ad. Google is going to give a quality score that can be worked on to improve it – if you are not satisfied with the given score.
Context Of The Ad
The context of an ad is also very crucial. The nature of the search results would determine the search results that show up on the page. It is also going to show up other attributes and signals.
Rank Of Ad
Google regards a minimum threshold for the quality of ads. For being eligible to show up in specific positions, the ads have to meet minimum criteria.
To Wrap It Up!
Thank you for reading up till here. I hope you found the information regarding auction insights Google ads useful. Let me know in the comments about our thoughts on the same.
Additional:
- How Does Google Ads Generate Responsive Search Ads
- Which Of The Following Is A Core Benefit Of Google Ads Automated Bidding?
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