To analyze Google Ads auction insights for competitive analysis:

1. Access Auction Insights:

Sign in to your Google Ads account and navigate to the campaign or ad group you want to analyze. Click on the “Auction Insights” tab.

2. Review Metrics:

Analyze metrics such as impression share, average position, overlap rate, position above rate, top of page rate, and outranking share. These metrics provide insights into your performance compared to your competitors.

3. Understand Impression Share:

Impression share indicates the percentage of impressions you received compared to the total number of impressions you were eligible to receive. A low impression share may suggest that your ads are not showing as often as your competitors’.

4. Evaluate Average Position:

Average position shows where your ads typically rank in the search results compared to your competitors’ ads. A higher average position can lead to more visibility and clicks.

5. Analyze Overlap Rate:

Overlap rate indicates how often your ad received an impression in the same auction as another advertiser’s ad. A high overlap rate suggests strong competition for similar keywords or audiences.

6. Review Position Above Rate and Top of Page Rate:

These metrics show how often your ad appeared above organic search results or at the top of the page. A high position above rate and top of page rate indicate strong ad placement.

7. Consider Outranking Share:

Outranking share measures the percentage of times your ad ranked higher than a competitor’s ad or appeared when their ad did not. A high outranking share indicates competitive success in ad placement.

8. Identify Competitors:

Review the list of competitors who appeared in the auction with your ads. Identify patterns and trends in their performance compared to yours.

9. Adjust Strategy:

Use the insights gained from auction insights to adjust your bidding strategy, ad copy, keyword targeting, and overall campaign approach to improve your competitive position and performance.