Achieving good result is always a constraint for all advertisers, where Google gives many possible options to analyse and timely update those. At present, Auction insight report is very helpful to analyse your account and check your status that where does you stand now when comparing with your competitors. This shows some of the statics like Impression share and top of page rate compare with those of other advertisers, who are competing for same auction on yours. By analysing all this data you can actually decide that where you are lacking, so that you can make necessary changes.
Recently Google team updated auction insight report by device type, as well as time period; Which makes easier for advertisers to check data more deeply. Now doing changes are more impactful and result oriented.
Still many people are in confusion that how these segments are helpful, so this can be understand by below example:
Suppose in an Auction Insight report when you check past 7 days data you realize that Search Impression Share is quite high. So your mind will strike upon, that you are lagging behind your competitors however if you add device segment and then real data appears. After device segments you will come to know that impression share on mobile device is actually lagging. Using this data in mind now you can decide to update bids.
Once you are on selected data to check Auction report then below data appears at every point:
1. Average Position:
This is helpful to calculate your average Ad position when entered in Auction.
2. Impression Share:
This data tells the no. of impression you received divided by the estimated no. of impression you were eligible.
3. Overlap Rate:
When you and your competitor entered in same auction and lagging just in Ad position then this reports helpful that how many times your competitor appears in impression above to your position.
4. Position Above Rate:
As in Google search result we always have top positions (just above of organic results) result that ad copy appears in those areas for any auction can identify this report.
So all above data is available now with Device and time segment which helpful to increase bid on device or time schedule level.