Using auction insights to compare performance

The Auction insight report lets you compare your performance with other advertisers who are participating in the same auctions that you are. With the Auction insights report, you can see how often your ads rank higher in search results than those of other advertisers, and how your share of total possible impressions compares with theirs. This information can help you make strategic decisions about bids, budgets, and keyword choices by showing you where you are succeeding and where you may be missing opportunities for improved performance. This report is available at the keyword, ad group, and campaign levels.

AdWords essential

The auction: how Google decides which ads to show and their order

Auction insights statistics

The Auction insights report provides five different statistics: impression share, average position, overlap rate, position above rate, and top of page rate. You can generate a report for one or more keywords, ad groups, or campaigns (as long as they meet a minimum threshold of activity for the time period selected), and segment results by time and device.

  • Average position

    Average position is a quick way to gauge how high your ads are ranking compared with those of other advertisers competing in the same auctions. Average position is the average rank of the ad in the auctions, which determines the order of the ads on the search results page.

    For example, if one of the other participants in your Auction insights report is showing a “5” in the Average position column, this means that participant’s ad showed, on average, in 5th place on search results pages where your ad also showed.

  • Impression share

    Impression share is 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. In the Auction insights report, impression share also tells you the impression share of other advertisers as a proportion of the auctions in which you were also competing.

  • Overlap rate

    Overlap rate is how often another participant's ad received an impression when your ad also received an impression.

    For example, if one of the other participants in your Auction insights report is showing “60%” in the Overlap rate column, this means that in six out of every 10 times your ad showed, an ad from this participant showed as well.

  • Position above rate

    Position above rate is how often the other participant’s ad was shown in a higher position than yours was, when both of your ads were shown at the same time.

    For example, if one of the other advertisers in your Auction insights report is showing “5%” in the Position above rate column, this means that the other participant’s ad showed in a position above yours in 5 out of every 100 times your ads showed at the same time.

  • Top of page rate

    Top of page rate tells you how often your ad (or the ad of another participant, depending on which row you are viewing) was shown at the top of the page, above the unpaid search results.

Note

This report provides information on other advertisers who participated in the same auctions as you. This does not indicate that the other advertisers have the same keywords, match types, or other targeting settings as you. The other advertisers' metrics shown are based only on instances when your ads were also estimated to be eligible to appear. This report will not reveal the actual keywords, quality, bids, or settings from your campaigns, and it will not give you insight into the same information for others.

While this information is already available by searching on Google -- and many already attempt to estimate this data by scanning the ads that appear -- this report will make it easier to access and understand this information. It's free to advertisers whose keywords, ad groups, and campaigns have a minimum threshold of activity.

Find your Auction insights reports

Find your Auction insights reports
Auction insights data is available for campaigns, ad groups, and keywords that meet a minimum threshold of activity. The instructions below are for finding Auction insights reports for keywords. If you would like to find Auction insights data for your campaigns or ad groups, go to the respective tab and follow the instructions below starting with Step 3.
  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab.
  3. Click the Keywords tab.
  4. If you’d like to select a specific keyword or set of keywords (rather than running a single report for all your keywords together), click the box next to the keyword or keywords you're interested in. Note: you can only select keywords on a single page at a time (unless you run a report for “All”). Select Keywords
  5. Click the "Details" box at the top of the statistics table. Keyword Details
  6. In the dropdown menu, under “Auction insights,” click “All” or “Selected." Select All Or Selected
  7. You'll now be taken to your Auction insights report. Note: only keywords that meet a minimum threshold of activity will have the Auction insights report.
Try it out
See how to create the Auction insights filter
The Auction insights filter allows to you see at-a-glance, which of your keywords, ad groups, or campaigns have Auction insights reports available to view. You can create an Auction insights filter at the campaign, ad group and keyword levels. Below are instructions for creating a filter from the Keyword tab. To create the Auctions insights filter for Campaigns or Ad groups, go the respective tab and follow the instructions below starting with Step 4.
  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab.
  3. Click the Keywords tab.
  4. Click the "Filter" button above your statistics table.
  5. Click "Create filter." Create filter
  6. Click the dropdown menu in the panel that appears to see a list of conditions for new filters. Select "Auction insights" and click the circle next to "Available." (Click "Unavailable" to create a filter for for keywords which haven't yet had enough activity for an Auction insights report.) Select "Auction insights" and "Available"
  7. Save this new filter by checking the "Save filter" box and clicking "Apply." The table automatically updates to show you your keywords with available Auction insights reports.