A key component of developing a search ads strategy is understanding what other advertisers are doing, and using this intelligence to optimize campaigns for top performance. To empower advertisers to make better informed optimization decisions, we’re launching the Auction insights report.

We currently provide Impression share columns within campaign and ad group reports that show the percentage of impressions received, compared to the estimated number of impressions for which they were eligible. While this report gives valuable insight into missed opportunities in aggregate, it also raises additional questions -- who competes in the same auctions, and can performance data be made available at a more detailed level?

With the Auction insights report, you can compare your performance with other advertisers who compete in the same set of auctions as you do. You can see how often your ads rank higher than other advertisers’ ads on the search results page, and how often your ads appear compared to theirs based on your estimated possible impressions. This information can help you make strategic decisions about bids, budgets, and keyword choices by showing you where you are succeeding and where you may be missing opportunities for improved performance.

The Auction insights report provides data at the keyword-level, and provides five different statistics: impression share, average position, overlap rate, position above rate, and top of page percent:

Note: Mock data only.

Reports can be generated for one keyword at a time, and data is only available for keywords that meet a minimum threshold of activity for the time period specified. If you see this icon () to the left of a keyword in your statistics table on the Keyword tab, you’ll know that the Auction insights report is available for that keyword.

Note: This report provides information on other advertisers that participated in the same auctions as you. This does not indicate that the other advertisers have the same keywords, match types, or other targeting settings as you. The other advertisers’ metrics shown are based only on instances when your ads were also estimated to be eligible to appear. These reports will not reveal the actual keywords, quality, or settings from your campaign, and it will not give you insight into the same information for others.

While this information is already available by performing queries on Google search -- and many already attempt to estimate this data by scanning the ads that appear -- this report will make it easier to access and understand this information. It is available at no additional cost to advertisers whose keywords have a minimum threshold of activity.

This report will be rolling out over the next few days. For more information on the Auction insights report, visit the AdWords Help Center.

Update - Auction insights report icon unavailable

We are removing the Auction insights report icon () from the statistics table on the Keywords tab. The report is still available for keywords which meet the minimum threshold of traffic.

To determine the keywords for which to run the report, we recommend sorting keywords by impressions. If the report is not available for the selected keyword and time frame, no data will be shown on the report page.

We’ll update this blog post as soon as the icon, or an alternative solution, is once again available.

Posted by Bhanu Narasimhan, Group Product Manager, AdWords