Understanding Google Ads Auction Insights (How to Get Ahead)


11 minute video

Did you know there’s a secret weapon you may not be utilizing for your marketing strategy? Mastering the intricacies of Google Ads is crucial for businesses looking to stay ahead of competitors in an oversaturated market. Among the array of tools Google Ads offers, Google Ads Auction Insights stands out as a valuable feature. It […]

Video Transcript

Did you know there’s a secret weapon you may not be utilizing for your marketing strategy? Mastering the intricacies of Google Ads is crucial for businesses looking to stay ahead of competitors in an oversaturated market.

Among the array of tools Google Ads offers, Google Ads Auction Insights stands out as a valuable feature. It not only provides important insights into your campaign performance but also unveils your competing advertiser’s ad strategies. In this comprehensive guide, we’ll delve into the unique benefits of Google Ads Auction Insights, explain its significance, and equip you with the knowledge necessary to optimize your ad campaigns for maximum impact.

Knowledge necessary to optimize your ad campaigns for maximum impact.

What are Auction Insights in Google Ads?

The Auction Insights feature in your Google ads account allows you to see the auction insights report to better understand how your Google ads perform compared to your competitors.

Good Ads Auction Insights reports offer a wealth of data to help you make informed decisions about your bidding strategy and ad copy for a competitive edge.

Here’s a detailed breakdown on how to leverage each of the four key metrics available in your Google Ads dashboard, along with practical examples and software suggestions:

1. Impression Share (Impr%)

  • What it tells you: Impression share indicates the percentage of times your ads were eligible to be shown (based on targeting and budget) compared to the total number of times your target audience entered search queries that could have triggered your ads.
  • How to use it: A low impression share (below 70%) might suggest you’re missing out on potential reach. Here are some actions you can take:
    • Refine Keywords: Analyze search terms users are entering that don’t trigger your ads and consider adding relevant keywords with higher search volume. Utilize keyword research tools like SEMrush, Ahrefs, or Google Keyword Planner to identify these opportunities.
    • Increase Budget: If your budget is limited, consider allocating more resources to high-performing ad groups to increase their impression share.
    • Adjust Bidding Strategy: Explore bidding strategies like “Maximize Clicks” or “Target Impression Share” to ensure your ads are shown more frequently.
  • Example: Let’s say your impression share is 65%. This means your ads showed up for 65% of the searches that could have triggered them. You might be missing out on 35% of potential impressions. Investigate ways to expand your reach through keyword research and budget adjustments.

2. Average Position

  • What it tells you: This metric shows the average position your ad occupies on the Search Engine Results Page (SERP) compared to other competing ads. A lower number indicates a more prominent position (ideally within the top 3).
  • How to use it: A consistently low average position might indicate room for improvement in your ad’s quality and relevance. Here’s what you can do:
    • Optimize Ad Copy: Craft compelling and relevant ad copy that speaks directly to your target audience’s needs. Highlight your unique selling points and include strong calls to action.
    • Improve Ad Relevance: Ensure your keywords are tightly aligned with your ad groups and landing pages. This increases the ad’s relevance score, potentially leading to a higher average position.
    • Landing Page Optimization: Make sure your landing page content seamlessly aligns with your ad copy and effectively addresses the user’s search intent. A good user experience on the landing page can also positively influence ad rank.
  • Example: If your average position is consistently around 5 or 6, your ad might not be grabbing enough attention. Focus on crafting high-quality ad copy, improving ad relevance, and optimizing your landing pages to increase your ad rank and average position.

3. Overlap Rate

  • What it tells you: The overlap rate indicates the percentage of times your ad appeared in the same auction as a competitor’s ad. This reveals how often you’re directly competing with specific rivals for ad space.
  • How to use it: A high overlap rate with certain competitors can be a valuable insight. Here’s how you can leverage it:
    • Identify Key Competitors: Analyze which competitors consistently appear alongside your ads in auctions. These are your primary rivals in the paid search landscape.
    • Competitive Analysis: Utilize tools like SpyFu or SEMrush to research your competitors’ ad copy, keywords, and landing pages. See what strategies they’re using and identify potential areas where you can differentiate yourself.
    • Bidding Strategies: Consider adjusting your bidding strategy to be more competitive against specific rivals you’ve identified through the overlap rate.
  • Example: A 70% overlap rate with a particular competitor indicates you’re frequently competing with them for ad space. Research their strategies, identify areas for improvement in your own campaigns, and consider adjusting your bids to outmaneuver them in auctions.
Leverage each of the four key metrics available in your Google Ads dashboard

4. Top-of-Page Rate (Tορ%)

  • What it tells you: This metric shows the percentage of times your competitor’s ad appeared at the absolute top position on the search results page (above all other ads). A high top-of-page rate for competitors indicates they’re capturing significant visibility.
  • How to use it: While directly influencing your competitor’s top-of-page rate might be difficult, you can use this insight to refine your own strategy:
    • Quality Score Optimization: Prioritize improving your ad’s quality score through effective ad copy, relevant keywords, and a positive landing page experience. A high quality score can lead to a higher ad rank, potentially pushing you closer to the top of the page.
    • Bid Adjustments: Consider increasing bids specifically for high-value keywords or competitor keywords to compete more aggressively for those top positions. However, maintain a balance between cost and return on investment (ROI).
      • Example: If your competitor consistently holds a 70% top-of-page rate for a particular keyword, it signifies they’re dominating that ad space. Focus on significantly improving your ad’s quality score and strategically adjust bids for that keyword to try to edge them out for the top spot. Remember to monitor your budget and ROI closely while implementing these adjustments.
      Software Recommendations:While the Google Ads dashboard provides valuable insights, several software tools can further enhance your optimization efforts:
      • Keyword Research Tools: SEMrush, Ahrefs, Google Keyword Planner (Free)
      • Competitive Analysis Tools: SpyFu, SEMrush
      • Landing Page Optimization Tools: Unbounce, Optimizely

Regularly Monitor Analytics

By analyzing these auction insights metrics, you can identify opportunities to improve your ad performance and optimize your ad campaigns. Through leveraging the recommended software tools, you can gain a deeper understanding of your campaign performance, identify areas for improvement, and ultimately optimize your campaigns for better reach, higher ad rank, and increased conversions.

Remember, successful campaign management is an ongoing process. Regularly monitor your metrics, experiment with different strategies, and adapt your approach based on the valuable insights you gather.

Overall, the Auction Insights feature is an essential tool for any Google Ads advertiser who wants to stay ahead of the competition and maximize their ROI for paid organic search results and ad spend.

Optimize your ad campaigns

Can You See Auction Insights in SA360?

For those utilizing Search Ads 360 (SA360), the good news is that Auction Insights data is also available within this platform.

By seamlessly integrating with Google Ads, SA360 offers a centralized hub for managing and analyzing your search campaigns, including access to Auction Insights.

Leveraging SA360’s advanced features alongside Auction Insights can provide a comprehensive view of your brand terms and advertising strategy, generating top of page organic search results, facilitating data-driven decision-making.

What are Three Crucial Determining Factors of Success in a Google Ads Auction?

1. Relevance

The foundational element of a successful Google Ads search campaign lies in the relevance of your ads to the user’s search intent. Crafting compelling ad copy and targeting relevant keywords for search and shopping campaigns ensures your ad ranked higher with your audience, driving higher click-through rates and conversions.

2. Quality Score

This is instrumental in determining ad rank, page rate search, and cost-per-click. Factors that affect your quality score include ad relevance, landing page experience, and expected click-through and page rate search. By optimizing these elements, you can improve your ad’s visibility and reduce ad spend.

3. Bidding Strategy

Effective bidding strategies are essential in maximizing your ad’s performance in auctions. Whether you choose manual, automated, or both aligning your bidding strategy with your campaign objectives is very important. Your bidding strategy should consider your target audience, budget, and campaign objectives.

Focusing on these three fundamental factors—relevance, quality score, and bidding an absolute top of page” strategy—can help you create highly effective Google Ads campaigns that drive up search results, and increase your business’s online visibility.

Ready to learn more about improving your Google Ads Strategy? Check out this video from Dia Creative:


To sum up, in the fiercely competitive landscape of digital marketing, a strategic approach to ad campaigns backed by data-driven insights is essential to staying ahead of the competition. Google Ads Auction Insights is a powerful tool that offers valuable intelligence to inform your campaign decisions.

By harnessing the power of Good Ads Auction Insights and focusing on relevance, quality score, and bidding strategy, SMB owners and marketers can have a better understanding of how to elevate their Google Ads campaigns to create the most impact.

Looking for support in improving your Google Ads strategy and campaign performance?

At Dia Creative, we delve deep into your unique business needs, leveraging our expertise to craft digital marketing that will leave a lasting impression on your customers. Reach out to us today to get started!


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