Utilizing the Google Ads Auction Insights Report

Step 1: Accessing the Report

1. Sign in to your Google Ads account using your email and password.
2. In the top navigation menu, click on either the Campaigns, Ad groups, or Keywords page, depending on the level at which you want to view the Auction Insights report.
3. Once on the desired page, select the specific campaign, ad group, or keyword for which you want to generate the report.
4. Click on the "Auction Insights" button located in the top menu bar to open the report.

Step 2: Understanding Key Metrics

The Auction Insights report provides valuable data about your performance compared to other advertisers participating in the same auctions. Here are the key metrics to understand:

• Impression Share: The percentage of impressions your ads received compared to the total number of impressions your ads were eligible to receive. Formula: Impression Share = Your Impressions / Total Eligible Impressions x 100. For example, if your ads were shown 1,000 times when they were eligible to show 5,000 times, your Impression Share would be 20%.
• Overlap Rate: The percentage of your ad impressions that were also shown with another advertiser's ad. This indicates how often you and a competitor are competing for the same ad space.
• Position Above Rate: The percentage of your ad impressions that were shown in a higher position than another advertiser's ad. A higher percentage indicates that your ads are frequently appearing above your competitors' ads.
• Top of Page Rate: The percentage of your ad impressions that were shown at the top of the search results page. Ads at the top typically have higher visibility and click-through rates.
• Outranking Share: The percentage of ad auctions where your ad ranked higher than a competitor's ad or if your ad showed when theirs did not. This metric helps you understand how often you are outperforming specific competitors.

Step 3: Strategic Application

Use the insights gained from the Auction Insights report to inform your bidding strategies, ad copy optimization, and targeting refinements:

1. If your Impression Share is low, consider increasing your bids or budget to capture more eligible impressions.
2. Review the ad copy and targeting of competitors with high Overlap Rates. Look for opportunities to differentiate your ads or target more specific audiences.
3. If your Position Above Rate or Top of Page Rate is low, focus on improving your ad relevance, quality score, and bid amounts to secure higher ad positions.
4. Monitor changes in Outranking Share over time to gauge your performance relative to key competitors. Adjust your strategies as needed to maintain a competitive edge.

Exploring Competitor Ads with the Google Ads Search Results Page

Step 1: Direct Observation Method

1. Open an incognito or private browsing window in your web browser to ensure unbiased search results.
2. Enter a keyword related to your product or service in the Google search bar and perform the search.
3. Analyze the ads that appear, paying attention to their positioning and content. Note any ads from your known competitors.
4. Repeat this process for various relevant keywords to get a comprehensive view of the competitive landscape.

Step 2: Detailed Ad Analysis

For each competitor ad identified, perform a thorough analysis:

1. Examine the ad copy, including the headline, description, and any visible extensions. Look for compelling language, unique selling points, and calls-to-action.
2. Click on the ad (if ethically comfortable) to visit the landing page. Assess the page's design, content, and user experience. Identify any special offers, promotions, or lead capture forms.
3. Determine the competitor's unique selling propositions and key differentiators based on their ad copy and landing page content.

Step 3: Adjusting Your Strategy Based on Observations

1. Refine your ad copy to better highlight your unique value proposition and competitive advantages. Use insights from competitor ads to craft more compelling messaging.
2. Optimize your landing pages to provide a seamless user experience and effectively convey your key benefits. Consider implementing elements that competitors are using successfully, such as clear calls-to-action or specific offers.
3. Develop tactical responses to competitor promotions or pricing strategies. This may involve running limited-time offers, bundling products or services, or emphasizing your unique selling points.
4. Continuously monitor competitor ads and adjust your strategy as needed to stay ahead in the dynamic Google Ads landscape.

Leveraging Third-Party Tools for Comprehensive Competitor Analysis

Overview of Available Tools

While Google Ads provides valuable insights, integrating third-party tools can significantly enhance your competitive analysis. Some popular options include:

• SpyFu: Offers historical data on competitor keywords, ad copy, and budgets.
• SEMrush: Provides comprehensive metrics on competitor spend, traffic, and performance.
• iSpionage: Aggregates competitor data across multiple platforms, including Google Ads and Bing Ads.
• Ahrefs: Focuses on PPC keyword research and competitive analysis.

Tool-Specific Capabilities

Each tool brings unique strengths to your competitor analysis:

Historical data analysis with SpyFu

SpyFu allows you to view a competitor's ad history, including changes in ad copy and keywords over time. This can reveal seasonal trends, successful strategies, and areas for improvement in your own campaigns.

Comprehensive spend and performance metrics with SEMrush‍

SEMrush provides detailed estimates of a competitor's ad spend, click-through rates, and conversion rates. By comparing these metrics to your own, you can identify opportunities to optimize your budget allocation and ad performance.

For example, if a competitor has a significantly higher CTR (e.g., 8% vs. your 2%), analyze their ad copy and landing pages to identify elements driving their success.

Cross-platform campaign data from iSpionage

iSpionage aggregates competitor data from Google Ads, Bing Ads, and other platforms. This comprehensive view can reveal a competitor's overall digital advertising strategy and budget distribution.

If a competitor is heavily investing in Bing Ads, consider expanding your own campaigns to this platform for increased exposure.

PPC keyword research with Ahrefs

Ahrefs' Keywords Explorer tool uncovers valuable PPC keywords your competitors are bidding on. Identify high-performing keywords to incorporate into your own campaigns, and discover gaps in your competitor's strategy to exploit.

Integrating Third-Party Insights

Combining data from Google Ads and third-party tools empowers you to:

Compare and validate data

Cross-reference metrics like impression share and average CPC between Google Ads and third-party tools. Consistent data confirms the accuracy of your analysis, while discrepancies may indicate areas needing further investigation.

Refine your keyword strategy

Integrate high-performing competitor keywords uncovered by third-party tools into your Google Ads campaigns. Continuously monitor their performance and adjust bids to optimize your results.

Allocate budgets effectively

Insights into a competitor's budget distribution across campaigns and platforms can guide your own spending. If a competitor is achieving strong results with a larger budget in a particular campaign, consider increasing your investment in that area.

For instance, if a competitor is spending $5,000/month on Google Ads and generating 500 conversions, a $3 cost per conversion could be a realistic target for your campaigns.