“Using Auction Insights for Better PPC Competitor Analysis” is an article that provides valuable insights and practical tips for PPC managers on how to effectively use auction insights in Google Ads and Microsoft Advertising for competitor analysis. It highlights the importance of competitive analysis in monitoring competitor offers, keywords, and ad overlap, and explains how auction insights can provide key data about competitor ads. The article guides readers on accessing auction insights and filtering data at different levels, as well as interpreting the metrics displayed in the insights table. It also emphasizes the importance of comparing auction insights in Google Ads and Microsoft Advertising, tracking historical changes, and identifying new competitors. By incorporating regular analysis of auction insights, PPC managers can gain a deeper understanding of their competitors and make informed strategic decisions to enhance their ad management and reporting.

Accessing auction insights

To effectively analyze your PPC competitors, it’s important to have access to auction insights. Both Google Ads and Microsoft Advertising offer auction insights tools that allow you to view key data about competitor ads when they’re bidding on the same queries as you.

Segmenting insights at a lower level

Depending on the amount of data available, you can segment auction insights at different levels, such as the account, campaign, ad group, or keyword level. You also have the option to filter the data by specific sets of campaigns, ad groups, or keywords. Segmenting insights at a lower level can provide valuable insights into the topics and strategies that specific competitors are focusing on for each campaign.

Google Ads

To access Auction Insights in Google Ads, simply navigate to the Campaigns view and click on the arrow next to “Campaigns” in the left sidebar. From the dropdown menu, select “Auction Insights.” At this level, you’ll be able to view account-wide insights.

The data table in Google Ads will show you a list of brands that overlap with your brand in search results during the selected timeframe. Your own site will appear as “You” in the table, while other brands will be categorized by their top-level domain. The table provides various statistics, including impression share, overlap rate, position above rate, top of page rate, abs. top of page rate, and outranking share.

For more segmented data, you can use the “Add Filter” option above the table to choose specific campaigns for inclusion in the data. You can also filter the data by Search or Shopping segments using the dropdown above the table. Google Ads’ Auction Insights tool provides a comprehensive overview of your competitors’ presence in search results.

Microsoft Advertising

If you’re running ads in Microsoft Advertising, it’s important to check Auction Insights there as well. The mix of competitors may be different in Microsoft Advertising, and you can gain insights into whether brands prioritizing Google also prioritize Microsoft.

To access Auction Insights in Microsoft Advertising, look for the Auction Insights tab in the left sidebar under Campaigns. You can also access insights for individual campaigns, ad groups, or keywords by selecting them in the table and clicking on the Auction Insights option that appears above. The metrics available in Microsoft Advertising are similar to those in Google Ads.

An advantage of Microsoft Advertising’s Auction Insights tool is the inclusion of a graph that shows how competitor metrics have changed over time. This feature allows you to track historical changes in bidding activity and identify seasonality trends or responses to current events. Comparing auction insights between Google Ads and Microsoft Advertising can provide a more accurate picture of your competitors’ cross-channel tactics.

Applying auction insights

Now that you know how to access auction insights, let’s explore how you can apply this data to improve your PPC competitor analysis.

Identify new competitors

Auction insights can help you identify new competitors that are increasing their presence in search results. Keep an eye out for unfamiliar brands that start to spike in impression share for your queries. Bring these new names to the attention of your stakeholders and conduct research on these aggressive bidders. It’s important to note that the brands competing with you most on search may not necessarily be your top competitors in other contexts.

In addition, auction insights can reveal if competitors are expanding into different products, service offerings, or regions. By monitoring the data, you can identify if competitors are targeting new markets or increasing their advertising efforts in specific regions.

Compare Google Ads and Microsoft Advertising

Since Google Ads and Microsoft Advertising may have different sets of active brands, it’s essential to compare auction insights between the two platforms. By including both platforms in your analysis, you can identify additional competitors and gain a more comprehensive understanding of their cross-channel strategies.

Track historical changes

Tracking historical changes in bidding activity over time can provide valuable insights into seasonality trends and responses to current events. By pulling reports or using built-in features like the time series chart in Microsoft Advertising, you can monitor how competitor metrics have changed over months or even years. This analysis can help you understand if other businesses increase their activity in search at the same time as you and identify patterns in your competitors’ strategies.

See who’s bidding on your brand

Brand campaigns can provide insights into who is bidding on your brand name and how frequently they appear in search results. By analyzing impression share and overlap rate, you can identify which competitors are most aggressive when it comes to bidding on your brand terms. This information can help you understand the level of competition for your brand and adjust your strategies accordingly.

Pay attention to your auction insights

To make the most of auction insights, incorporate regular reviews of the data into your PPC management process. Look for top competitors across channels and campaigns, and highlight key findings to your stakeholders. Pay attention to brands that suddenly appear on the radar or increase their overlap with you in search results. Monitoring the impact of competitors’ aggressiveness on your campaigns can provide valuable insights for optimizing your PPC strategies.

In conclusion, auction insights in Google Ads and Microsoft Advertising offer valuable data for analyzing your PPC competitors. By accessing this data and applying the insights effectively, you can identify new competitors, compare strategies between platforms, track historical changes, and gain a deeper understanding of who’s bidding on your brand. Incorporating auction insights into your regular PPC management process can lead to more informed decision-making and improved campaign performance.