If you use Google AdWords for Search and Shopping campaigns, you may want to check out Auction Insights. Emil is going to tell us why it’s a great tool to utilise.

“When you’re bidding on ads, having as much competitor and performance data is critical in order to get the best insights and see where you’re succeeding and where you can potentially improve performance.

The Auction Insights report, which can be accessed from Campaigns, Ad Groups or Keywords > Details > Auction Insights from within your Google AdWords account, can be used to produce reports on keywords, ad groups or at a campaign level.

Once you run the report for the area you’re interested in, you’ll be presented with the Display URL domain (including yourself listed as ‘You’), as well as data that includes impression share, avg position, overlap rate, position above rate, top of page rate and outranking share.

While this data is publicly available, the report aggregates it (based upon a sample of the overall data) and shows your own data in direct comparison to that of your competitors. This data can also be segmented to show breakdowns of things such as device type and time. This can then lead to insights on areas where competitors are bidding more competitively and aggressively, and where there are potential opportunities for yourself to leverage additional bidding in certain areas or relating to different conversion types.”

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