Competitive analysis: Making your auction insights work for you

Oh, the auction insights report. You want to love it because it comes straight from AdWords, while most other competitive data comes with a grain (or maybe a pillar) of salt. Yet, while the information in this report is all nice to know, it might not seem to be immediately useful. Don’t throw in the towel too soon, though — with auction insights, there’s more than meets the eye.  Let’s talk about how to put the data to work. Who has the majority of the impression share? This is, of course, the most obvious use of the report. Who seems to be dominating impression share?  You can look at this a few ways: Who is dominating impression share across all of your campaigns? Who is competing for impression share for each campaign? What about your top-performing, or worse-performing, ad groups? Who is vying for impression share on your top-performing keywords? You can garner a few things from this report at a pretty high level. Search Engine Land Source

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