Engine Land. Staff authors are listed here. Competitive Analysis: Make your auction insights work for you Posted: 2020-11-18 auction-insights Oh, the auction report. You want to love it because it comes straight from AdWords, whereas most other competitive data comes with a grain (or maybe a pillar) of salt. Yet, while the information in this report is all good to know, it may not seem immediately useful. Don't throw in the towel too soon, though - with auction information, there's more to it than meets the eye. Let's talk about how to put data to work. Who owns the majority of the impression share? This is, of course, the most obvious use of the report. Who seems to dominate the impression share?
You can look at this in several ways: Who dominates the impression share in all your campaigns? Who competes for impression share for each campaign? What about your top and bottom performing ad groups? Who is vying for impression share on jewelry photo editing service your top performing keywords? You can collect a few things from this report at a fairly high level. For one thing, who are you really up against? Along with your competitors, you will likely see other businesses competing on your terms for other purposes outside of your organization's offering.
You'll also notice how often you outrank your competitors and overall how your impression share stacks up. Some potential results of this data could include: Your impression share is better and you outrank your competitors most of the time. Hooray, you win! But are you spending more than necessary? It's worth reviewing your highest volume terms and best results to see how they compare. Perhaps you could afford to back off a bit and still maintain your market share. Your impression share is better, but they usually outperform you.