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Q&A Auction Insights Report

[ Edited ]
Google Employee
# 1
Google Employee

Hello all, 

 

Join our AdWords specialist Leslie as she walks us through the Auction Insights Report. 

 

Leslie will be available to answer your questions for the next few days on this thread, so ask her anything you've been wanting to know about this!

 

Thanks!

 

A.

 

2 Expert replyverified_user

Re: Q&A Auction Insights Report

Google Employee
# 2
Google Employee

Hi all,

 

I'm happy to answer any questions you have. Also, to access the Auction Insights Report, follow the steps outlined here:

https://support.google.com/adwords/answer/2579754?hl=en

 

Thanks!

Leslie

Re: Q&A Auction Insights Report

Explorer ✭ ✭ ✭
# 3
Explorer ✭ ✭ ✭

Hi,

I saw this thread and see new insight reports. Below is my report for one keywords. can you please explain what should I do in this case. If I increase bid then my CPA will also increase.

 

insight.png

Re: Q&A Auction Insights Report

Google Employee
# 4
Google Employee

Hi Anil,

 

Your CPA will not necessarily increase, and I wouldn't be surprised if your CPA actually decreased. Here's a possible scenario:

 

You raise your bids, and your average position increases to 2.0. If your ad starts performing better, you may get a better quality score, which allows the system to discount your bid further while allowing you to have a high position. In this case, your actual CPC may even be less than what you were paying in position 3.7. So your CPC isn't necessarily going to increase, but let's suppose it's a competitive auction and your CPC does increase. In my experience, advertisers tend to convert much better in the top spots than on the right hand side. If this is true for you, showing up in the top more often would lead to more conversions at a better conversion rate, so even if the CPC was a bit higher, your overall CPA may be less.

 

You can check in your account how you are converting in the top versus right hand side to see if this strategy would likely work well for you. If you segment your data in the Keywords tab using the "Top vs. Other Report" you can view your conversions based on whether the ad showed on in the top 1-3 slots, or other (right hand side or at the bottom of the page). If you see a better conversion rate/CPA in the top slots, that would be a compelling reason to increase your bids to drive more conversions and a lower CPA. Here's an article that details how to access the report: https://support.google.com/adwords/answer/2454072?hl=en.

 

That is the way I would approach your scenario -- I hope this helps!

Leslie

Re: Q&A Auction Insights Report

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭

Hi guys,

 

I'd like to understand how the Auction Insight Report shows:

 

  • my Imp. Share is 99.80%,
  • my Avg. Pos. is 1.0,
  • no other domains show as appearing against my keyword...

...and yet my Top of Page rate is only 88%...?

 

Thanks for your help,

 

J

 

 

 

Re: Q&A Auction Insights Report

Explorer ✭ ✭ ✭
# 6
Explorer ✭ ✭ ✭

>>  yet my Top of Page rate is only 88%

 

I think you are saying that the second percentage (88%) cannot possibly be smaller than the first (99.8%). Put your cursor on the ? box next to the heading for explanation on what these mean.

 

The top of the page means basically you're what many call the yellow box, the ads above the SERPs as opposed to the right side of the screen.

 

Impression share is the percentage of times your ads were seen.

 

Therefore, say 1000 searches on your keywords but your ads only showed 998 times out of those for whatever reason. That's an 99.8% impression share.

 

But, only 878 of those ads (879 / 998 = 88%) were on the top of page (in the "yellow box").

 

Or you may be asking how being in the first position all the time can you not be in top of page 100% of the time. The first position does not mean top of page. You can have a first position ad on the right side meaning there are none on top. You are showing 12% of the time on the side and 88% on top.

Re: Q&A Auction Insights Report

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭

I think I may have answered my own question. I'd forgotten the Top v Other stats. That shows that a number of impressions are being served outside the top of the page.

 

So presumably with no competition the ad will still be in P.1 but for some reason isn't shown at the top of the page (probably being shown at the bottom of the page)  12% of the time.

 

Probably be able to resolve this with a raised bid but curious to know how an exact match keyword with a QS that has been at 10 for months, and under no competition, should somehow be deemed not relevant enough to get the positions at the top of the page 12% of the time.

 

Does anyone have any thoughts on this?

 

J

Re: Q&A Auction Insights Report

Explorer ✭ ✭ ✭
# 8
Explorer ✭ ✭ ✭

Just because an ad qualifies to be on top of page, doesn't mean the system HAS to put it there all the time. I said right side of page but that could very well be at the bottom too, which to me, is not the top. Also, Google tests different things all the time and putting your ad on the right (or bottom) is just to see what happens and gather data. It could also simply be the search query that made the system think your ad would be best shown other than the top of page.

Re: Q&A Auction Insights Report

Google Employee
# 9
Google Employee

It sounds like you all figured it out! To reiterate, if your ad is the only one that shows, and it shows beneath search results (or on the right hand side), that is still technically "Avg. position 1," but wouldn't count as "Top of the Page." As to why your ad wouldn't show above search results when you have a 10/10 quality score, Lurid_Marketing has it right: google is constantly testing to see what will perform the best, and the 12% could be attributed to that. One other thing to keep in mind - though it doesn't sound like this is the primary factor here - is that even though your ad may not be competing with other ads to show, it still is competing with organic listings to show on the page. Occasionally your ad may show on the right hand side/beneath search results the system thinks the organic listings may be what the user is looking for. In my experience this is a very subtle factor, but also may be influencing the percentage of times your ad wasn't showing above search results.

Re: Q&A Auction Insights Report

Visitor ✭ ✭ ✭
# 10
Visitor ✭ ✭ ✭

Thanks for the responses guys. I think that's resolved!

 

J