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Understanding The Auction Insight Report (AdWords)
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Understanding The Auction Insight Report (AdWords)

The easiest way to grade your SEM provider to date.

Understanding The Auction Insight Report (AdWords)

Today’s Value Bomb from Agency19 – Understanding AdWords Auction Insight Report.

Google recently released a new version of it’s Auction Insight Report.

This tool is, in my opinion, one of the most valuable that Google has provided AdWords advertisers.

This is a simple month to date report from one of my Chevy dealers using New Car Rocket. (Sorry folks, not available to new subscribers for another month or so. We are at full capacity, but get on the waiting list!!!).


So lets break down this simple yet powerful report.

Impression Share – The number 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.

Avg. Position – Shows you how your ad typically ranks against other ads.

Overlap Rate – How often another advertiser’s ad received an impression in the same auction that your ad also received an impression.

Position Above Rate – How often another advertiser’s ad in the same auction shows in a higher position than your own, when both of your ads were shown at the same time.

Top of Page Rate – How often your ad (or the ad of another advertiser, depending on which row you’re viewing) was shown at the top of the page in search results.

Outranking Share – How often your ad ranked higher in the auction than another advertiser’s ad, or if your ad showed when theirs did not.

You need to be asking your SEM provider for this report monthly. If they cannot, or will not provide it, it may be time to look for a new SEM provider.
Watch for the next post. Until then, Kick the Tires and Light the Fires – Only you can lead your team to success.

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