The report that informs you about your competitors
In the competitive world of online advertising, Google Ads Auction Insights provide marketing managers with crucial data to assess the performance of their campaigns compared to the competition. Key indicators include: the impression rate, which indicates the proportion of times an ad was shown compared to the total number of opportunities (potential impressions). The upgrade rate shows how often an ad outperforms competitors in ad rankings, while the top of page or absolute top of page impression share indicates the visibility obtained in strategic locations. These metrics help identify the strengths and weaknesses of a bidding strategy while monitoring competitors' movements.
These metrics help draw critical strategic conclusions. A low impression share can indicate bid mismatch, ineffective targeting, or aggressive competition on chosen keywords. Similarly, a low outranking rate can signal that competitors are investing more or optimizing their campaigns better. CMOs can diagnose structural or operational issues: should bids be adjusted, keywords diversified, or audiences targeted be rethought? This data also sheds light on the evolution of an industry’s competitiveness, allowing them to anticipate and adapt quickly. That’s all you can find in the Auction Insights report.
How to act to increase your impression rate on Google Ads
To increase impression rate, several actions are required. First, optimize bids by adjusting budgets or increasing bids for strategic keywords. Then, improve ad relevance by enriching content or leveraging extensions to capture more interest. Finally, expand audiences through contextual or intent targeting, and consider geographic expansion. Constant adjustments based on these insights not only increase visibility, but also maximize return on investment (ROI) by strengthening the effectiveness of campaigns against the competition.
Since the end of data availability “auction insights” in Looker studio, ECHO, provides a decisive advantage by transforming raw data into actionable information. ECHO allows you to precisely track competitors’ movements on specific keywords, the budgets they allocate, and their performance on targeted segments. Thanks to an intuitive interface and dynamic reports, marketing managers can anticipate market trends, adjust their strategies in real time, and identify untapped opportunities. This tool is not limited to diagnosis: it becomes a strategic lever to stay ahead in a constantly changing environment.
