How to Use Auction Insights to Outsmart Competitors
Monitor Auction Insights weekly to understand competitive dynamics and identify opportunities to take market share.
Why This Matters
Auction Insights shows who you're competing against, how often, and who's winning. This intelligence helps you time budget increases, identify new competitors, and understand market position.
How To Implement
1. Go to Campaigns/Ad Groups/Keywords → Auction Insights (in columns or report).
2. Check Impression Share: If below 70%, you have room to grow.
3. Monitor Overlap Rate: High overlap with a competitor means you're fighting for the same queries.
4. Track Position Above Rate: If competitors are consistently above you, they may have better QS or bids.
5. Compare week-over-week: Sudden changes signal competitor activity.
6. Cross-reference with Search Terms to see WHERE you overlap.
7. Use this to inform bid adjustments and budget allocation.
Pro Tip
Export Auction Insights monthly and trend Position Above Rate for your top 3 competitors. Consistent decline means they're investing more - decide whether to match or pivot.
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