Auction Insights enhancements
Since its launch just over 12 months ago, this comparative tool has proven to be a valuable addition to the PPC manager's toolkit. Providing statistical insights into performance of advertisers competing within the same auctions as the keywords within your account, Auction Insights (AI) offers another dimension to your PPC analysis.
Yes, checking your keywords in Google (or in Google Ad Preview if you're by the book) shows you competing PPC ads but with AI you have a more comprehensive picture of the competitive landscape - from impression share to position above rate.
As great as this tool is, the one niggling issue for us has always been the piecemeal data - you could only analyse one keyword at a time. Good news! As of this month, Google has introduced additional functionality:
- Keyword groups - Whether aggregated by Adwords label, common theme or good old brand vs. non brand, AI data will be available for groups of selected key terms
- Adgroup level - Does what it says on the tin
- Campaign level - We imagine helpful for a broad spec view of AI intel, comparative competitor data will also be visible from the individual or groups of campaigns