Auction Insights from Google: So Much Keyword-Level Data
May 24, 2012
After seeming weeks of changes that made PPC’s small little corner of the Internet pretty angry, Google has launched a new tool that seems pretty awesome. Meet the new Auction Insights report. It should be rolled out to your account in the next couple of days (if it isn’t in there already).
Instead of using the ad preview tool or (heaven forbid) just running a quick test query (“Those impressions don’t grow on trees, young man,” says Jeff Allen at the PPC Hero dinner table), Google now lets you see whom your keywords are competing with. They also let you know how you stack up. This might ramp up competition on your dearly beloved keywords, which is probably why Google decided to release this info. But it’s great info, and I for one am happy to have it.
Now, as long as your keywords have enough traffic to generate the report, you can see on a keyword level the below five statistics:
- Average position (which we already had)
- Impression share (totally awesome update, as this was only on ad group/campaign levels before)
- Overlap rate (how often you and the competition impress simultaneously)
- Position above rate (this tells you how often your competition appeared above your ad in the results)
- Top of page rate (how often the ad was above the organic results and not to the side. It is the percentage of times that it appeared in top position out of all the times that it appeared, so this can be a high number even if your impression share is <10%)
Pretty awesome stuff. There’s a lot of information to bathe yourself in, so I hope you all have your loofahs poised and ready.
Like I said earlier (which you may have missed amid my sea of parentheticals), this report is only available if your keywords reach a certain threshold of traffic. Google didn’t say what the threshold is, but you’ll know that your keyword has qualified if they have a little podium next to the keyword on your keywords tab.
(If the podium doesn’t remind you of Mario Kart then we aren’t in the same generation.)
It doesn’t look like this report is available for display keywords as of yet. Keyword level info on the DN is pretty new itself, so that’s probably too much to ask for at present.
The report is pretty cool to look at. Here’s an example (including Google’s description at the top).
You can only download the report one keyword at a time. So, just like with keyword diagnostics, we’ll all be wishing for a way to download this info in bulk. But that is a news update for another day. But on this day, it’s all good. (As long are you aren’t Spyfu or someone like them. If you’re SpyFu, this might be a crumby day, as Google’s basically doing what you’ve been doing all along.)
Browse By Category
The Advertising Principles That Guide Facebook's Decisions
Facebook highlights the advertising principles that guide their decision making in response to recent events.
Smart Ways to Get More Marketing Budget and Better Tools
In this new live webinar, Kristin Vick from Hanapin Marketing and Jeff Sauer from Jeffalytics discuss how marketers can ensure they have the budget they need to be effective with online advertising and get the right tools to make that argument.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
The Hero Conf Difference
Of the 50+ search and social conferences you can choose from, we're here to show you why Hero Conf is a can't miss event for busy digital marketers like you.
Improve Your Facebook Ads With Creative Hub and Split Testing
With the updates to Creative Hub and the Split Test feature, one can now institute a basic ad creation and testing process directly within Facebook.
Work Habits & Resources for the Stressed-Out PPC Manager
Feeling a bit stressed this holiday season? Get tips and resources that will help you become more efficient and alleviate stress!