Auction Insight report helps us understand or identify other advertisers who are bidding for the same keyword that we do. The reports are available on all levels like account, campaign, ad group, and keywords level. Here I would like to give a deeper understanding of auction insights reports and common questions I had in mind when I started as a freelance digital marketer.
- What is Auction Insights Report?
- What is Impression Share?
- What is the Overlap Rate?
- What is the Position Above Rate?
- What is the Top Of Page Rate?
- What is Abs. Top of page rate?
- What is Out ranking share?
- What is the ideal impression share?
As the name indicates, the Auction Insights report is to identify how our keyword performed in a particular auction with other advertisers who participated in the same auction. There are seven columns in the report which start with competitor, Impression Share, Overlap rate, Position above rate, Top of page rate, Abs. top of page rate and Outranking share.
IMPRESSION SHARE:
Impression share is the percentage of impressions ads get compared to impressions that our ads are eligible for. In a simple formula, impression share = Impression/ total eligible impression. From a performance perspective, a lower impression share implies lower performance in the auction. To increase impression share you can increase your budget, narrow targeting, create an ad schedule, increase quality score etc.
There is nothing like a good impression share but impression share above 10% and to be at top of the table is considered to be decent.
OVERLAP RATE
Overlap rate is the rate at which another advertiser receives an impression with your ads. In simple, the rate at which both of you receive an impression together. An overlap rate above 50% means your ads are much more similar to your competitors in terms of keywords, bid, strategy etc.
POSITION ABOVE RATE
Position above rate is the rate at which your competitor ads showed above your ads. For example, Imagine if your competitor’s position above the rate is 50% then it means 50% or half of the time their ads showed above yours.
TOP OF PAGE RATE:
The top-of-page rate is the rate at which your ads are shown at the top of Google search results that is above organic search results. Top of the page rate = Number of times your ads showed at the top / Total number of Impressions.
ABS. TOP OF THE PAGE RATE
The Abs. top-of-page rate is the rate at which your ads are shown at the absolute top (Rank 1) of Google search results. Abs. Top of the page rate = Number of times your ads showed at the absolute top / Total number of Impressions. The absolute top is an important metric because people are more likely to click an ad shown at absolute top.
OUTRANKING SHARE
Outranking share is the percentage at which your ads showed when your competitors didn’t. There is always confusion between overlap rate and outranking share which is till unsolved. Overall these metrics are to compare your performance with other competitors.