Within the last several weeks, Google announced the release of ‘Auction Insights’ through its industry leading AdWords advertising platform. This latest innovation from Google enables us to see who we are competing against on a per auction basis at the keyword level. The additional transparency into the ad auction enables us to gain insight
This type of information has been sought after since the introduction of internet marketing. Some savvy marketers have been able to gather some level of insight though a tedious manual process of data gathering and analysis or through third-party software tools. In either case, the results were never very accurate, and the accompanying statistics were minimal.
By virtue of what Google is, there cannot possibly be a more reliable or accurate gauge for this all important measurement. Google not only indexes your web pages, they create a mirror of the entire internet – hosted on their own servers, every 12-15 days! Through auction insights, we can now further tap into that wealth of information to refine our online marketing strategies at a very granular level.
There are five different statistics available:
It should be noted that, at this point, you can only run the report against one keyword at a time. Also, the data is only available for keywords that meet a minimum threshold.
Google makes it clear that the information that we see is not the direct result of a specific keyword auction. Rather, the statistics relative to other advertisers here is based solely upon instances where your ads were also estimated to be eligible to appear. That said, the release of this data does not reveal your campaign, keywords, or related strategy in any way.
Said simply, the auction insight is a collection of aggregate data between advertisers who participated in the same auctions across a specified time period.
We see the following key benefits for advertisers:
Finding the Auction insights report for a keyword