How Do You Interpret Your Auction Insights Report in Google Ads?

Learn how to read and interpret your Google Ads auction insights to better understand your campaigns.

In this video, we’ll be looking at where to find the auction insights report in Google Ads, what each metric means, and how to interpret those metrics in terms of your ad campaign performance.

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Video Transcription

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Hi this is Maura with Main Street ROI and we are
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passionate about helping small
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businesses with their digital marketing
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if you are running ads specifically
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Google ads and you’ve ever been curious
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about how you are stacking up against
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your competition or who your competition
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even is the auction insights report is a
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great place to start today we’re going
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to be going over how to access and
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interpret the auction insights report
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and hopefully this will help shed a
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little bit of more understanding on any
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of your campaigns that you might be
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running so you can get to your auction
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insights in a few different ways the
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first way is just going to be under your
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toolbar on the left side it’ll be under
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keywords and then option insights or we
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can also come up here to the reports
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predefine reports
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and then auction insights so as you can
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see this gives you a few different
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options as to how filtered you want your
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auction insights to be
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um when we’re looking at it on this main
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page it is keyword Insight so for our
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purposes here we’re going to look at the
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whole account
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um if you are running any other kinds of
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campaigns you might see these here as
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well for example shopping campaigns it
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is super important to be looking at your
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auction insights report
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so when we’re looking at these auction
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insights there are a ton of different
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filters you can put into place to narrow
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down this information and get a better
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view of what exactly you’re wanting to
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look at
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um it is definitely important to note
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that this takes into account all of the
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targeting that you have in place in your
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Google ads so for example
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um we’ll look here in this instance
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we’re obviously not up against the whole
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of Angie’s List or Angie
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um in this instance it would just be
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people advertising for the exact same
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products on the exact same keywords same
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demographics same location so these are
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very very fair insights it really shows
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you how you stack up
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um so going across the top we’re going
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to look at a few of these as I said you
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can add a bunch of other filters but I
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think these ones give you a really great
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look at what’s going on
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um so your search impression share
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that’s of the total number of
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impressions you were eligible to get or
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in other words of the total number of
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auctions that you entered this is the
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percentage of the time that your ads did
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actually show
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um when we’re looking at search overlap
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rate this shows on each line how many
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times your ads appeared with a
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competitor’s ads so we know Google can
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have a few different ads on the page the
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top and the bottom
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um this is how many times you guys both
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appeared for the same search position
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above rate also looks at that overlap
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rate but this is how many times your ads
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appeared above theirs within the full
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page
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um top of page rate same thing except
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for we’re looking at are we in the top
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ad space right under the search bar and
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absolute top up page this is if we are
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the first ad that comes up in the search
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bar when any of these other auctioneers
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are you know active within the auction
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and then search out ranking share this
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is how often your ads have outrigged
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theirs in auctions whether or not they
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showed so that’s not a factor in that
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last category
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so as you can see this is a wealth of
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information it can give you a lot of
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insight into
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um maybe where you need to reallocate
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your funds if you need to shift your
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location targeting add some new keywords
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to catch up with them or any of your
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other competitors so it’s definitely
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very helpful to be taking a look at this
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auction insights report and thank you so
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much for watching this video at Main
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Street ROI we specialize in helping
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small businesses with their Google ads
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and other PPC marketing so for more
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helpful tips grab a copy of our free ads
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checklist at the end of this video and
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keep watching our videos thank you so
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much
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