{"id":688733,"date":"2025-09-03T18:55:18","date_gmt":"2025-09-03T15:55:18","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/how-to-use-google-ads-auction-insights-to-outrank-competitors\/"},"modified":"2025-09-03T18:55:18","modified_gmt":"2025-09-03T15:55:18","slug":"how-to-use-google-ads-auction-insights-to-outrank-competitors","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-use-google-ads-auction-insights-to-outrank-competitors\/","title":{"rendered":"How to use Google Ads Auction Insights to outrank competitors"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a36e6a58f58b\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a36e6a58f58b\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-google-ads-auction-insights-to-outrank-competitors\/#Do_you_know_who_youre_really_competing_against_Heres_how_the_Google_Ads_Auction_Insights_report_can_give_you_a_huge_competitive_advantage\" >Do you know who you\u2019re really competing against? Here&#8217;s how the Google Ads Auction Insights report can give you a huge competitive advantage.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-google-ads-auction-insights-to-outrank-competitors\/#What_is_the_Auction_Insights_Report\" >What is the Auction Insights Report?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-google-ads-auction-insights-to-outrank-competitors\/#Auction_Insights_metrics_explained\" >Auction Insights metrics explained<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-google-ads-auction-insights-to-outrank-competitors\/#Impression_Share\" >Impression Share<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-google-ads-auction-insights-to-outrank-competitors\/#Overlap_Rate\" >Overlap Rate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-google-ads-auction-insights-to-outrank-competitors\/#Outranking_Share\" >Outranking Share<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-google-ads-auction-insights-to-outrank-competitors\/#Position_Above_Rate\" >Position Above Rate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-google-ads-auction-insights-to-outrank-competitors\/#Top_of_Page_Rate\" >Top of Page Rate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-google-ads-auction-insights-to-outrank-competitors\/#Absolute_Top_of_Page_Rate\" >Absolute Top of Page Rate<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-google-ads-auction-insights-to-outrank-competitors\/#How_to_use_the_Auction_Insights_report\" >How to use the Auction Insights report<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-use-google-ads-auction-insights-to-outrank-competitors\/#How_NOT_to_use_the_Auction_Insights_report\" >How NOT to use the Auction Insights report<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Do_you_know_who_youre_really_competing_against_Heres_how_the_Google_Ads_Auction_Insights_report_can_give_you_a_huge_competitive_advantage\"><\/span>Do you know who you\u2019re really competing against? Here&#8217;s how the Google Ads Auction Insights report can give you a huge competitive advantage.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-9-16 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Google Ads Auction Insights: A Competitive Intelligence Guide\" src=\"https:\/\/searchengineland.com\/about:blank\" width=\"422\" height=\"750\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-src=\"https:\/\/player.vimeo.com\/video\/1115190635?dnt=1&amp;app_id=122963\"><\/iframe><noscript><iframe loading=\"lazy\" title=\"Google Ads Auction Insights: A Competitive Intelligence Guide\" src=\"https:\/\/player.vimeo.com\/video\/1115190635?dnt=1&amp;app_id=122963\" width=\"422\" height=\"750\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/noscript>\n<\/div>\n<\/figure>\n<p>One of the most powerful tools for competitive intel sits right inside your Google Ads account: the Auction Insights report. <\/p>\n<p>As long as you\u2019re spending money on Search and Shopping, you can get an instant look into how your search visibility stacks up against theirs. Plus, it\u2019s quite common for your \u201cauction competitors\u201d to be slightly different from who you might consider your \u201creal world\u201d competitors.<\/p>\n<p>Let\u2019s explore the metrics and use cases for the Auction Insights report, so you can understand what this data means and how you can use it to gain a strategic advantage.<\/p>\n<h2 id=\"what-is-the-auction-insights-report\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_the_Auction_Insights_Report\"><\/span>What is the Auction Insights Report?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The Google Ads Auction Insights report shows you how you\u2019re showing up in search results versus how your competitors are showing up on your search terms. It\u2019s a quick and easy way to get a pulse on your competitive landscape.<\/p>\n<p>To find it, go to <em>Insights and Reports<\/em>, then select <em>Auction Insights<\/em>. You can view this report at the account, campaign, ad group, or keyword level for Search, Shopping, and Performance Max campaigns. <\/p>\n<p>Your search impression share needs to be at least 10% for this report to generate. Plus, the Auction Insights report is only <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>licable for Google Search inventory, not Search Partners inventory.<\/p>\n<h2 id=\"auction-insights-metrics-explained\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Auction_Insights_metrics_explained\"><\/span>Auction Insights metrics explained<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The Auction Insights report provides different metrics depending on whether you\u2019re looking at Search or Shopping inventory. <\/p>\n<p>You\u2019ll see three metrics (Impression Share, Overlap Rate, Outranking Share) for both Search and Shopping inventory. The other three metrics (Position Above Rate, Top of Page Rate, Absolute Top of Page Rate) only apply to Search inventory.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-impression-share\"><span class=\"ez-toc-section\" id=\"Impression_Share\"><\/span>Impression Share<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Impression Share is the percentage of impressions you actually received out of the total impressions you were <em>eligible<\/em> to receive.<\/p>\n<p>For example, if your campaign had the opportunity to serve 1000 impressions on your keywords, but only served 100, your impression share would be 10%. What happened to the other 900 impressions? You either lost the auction due to a limited budget, lost the auction due to low ad rank, or both. While the Auction Insights report won\u2019t tell you which one, you can add those columns to your Campaign overview to isolate the culprit.<\/p>\n<p>The beauty of checking your Impression Share in the Auction Insights report is that it doesn\u2019t just tell you <em>your <\/em>impression share, it tells you your <em>competitors\u2019 <\/em>impression shares!<\/p>\n<p>For example, if a competitor has 20% impression share, it means that they served an ad in 20% of <em>your<\/em> eligible auctions. Note that this does NOT mean they have twice your market size or twice your visibility; the report is based on <em>your<\/em> universe of keywords and targeting, not theirs. So, the metric shows how they are performing on the keywords you are bidding on. In their account, they might have a completely different strategy and a much larger set of keywords that you can\u2019t see, so you could show up very differently in <em>their<\/em> Auction Insights report.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-overlap-rate\"><span class=\"ez-toc-section\" id=\"Overlap_Rate\"><\/span>Overlap Rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Overlap Rate tells you how often your competitor served an impression when you also served an impression. Put more casually: how often is your competitor all up in your business?<\/p>\n<p>A high Overlap Rate means you\u2019re frequently vying for the same queries as your competitor, and showing up often together on the SERP.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-outranking-share\"><span class=\"ez-toc-section\" id=\"Outranking_Share\"><\/span>Outranking Share<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Outranking Share tells you how often your ad was shown in a higher position than a competitor\u2019s ad, or how often your ad showed when theirs didn\u2019t. This is basically how often you \u201cbeat\u201d your competitor in the ad auction.<\/p>\n<p>A high Outranking Share vs. a competitor means that even though they are present in your auctions, you are much more visible than they are.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-position-above-rate\"><span class=\"ez-toc-section\" id=\"Position_Above_Rate\"><\/span>Position Above Rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This is essentially the opposite of Outranking Share. It tells you how often a competitor\u2019s ad was shown in a higher position than yours, when both of your ads were shown.<\/p>\n<p>A high Position Above Rate for a competitor means they are consistently ranking higher than you on the SERP.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-top-of-page-rate\"><span class=\"ez-toc-section\" id=\"Top_of_Page_Rate\"><\/span>Top of Page Rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Top of Page Rate tells you how often your ad was shown at the top of the SERP, above the organic search results (but potentially still below the AI Overview).<\/p>\n<p>For example, if you got 10 impressions and 4 of them were in the top auction, including 1 absolute top impression, your Top of Page Rate would be 40%.<\/p>\n<p>If you\u2019re looking at a competitor\u2019s Top of Page Rate, that tells you how often they appeared at the top of the SERP in your auctions.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-absolute-top-of-page-rate\"><span class=\"ez-toc-section\" id=\"Absolute_Top_of_Page_Rate\"><\/span>Absolute Top of Page Rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Absolute Top of Page Rate tells you how often your ad was shown as <strong>the very first ad<\/strong> on the page. Just like the Top of Page Rate, you can compare this with your competitors to see who is dominating that coveted number one spot.<\/p>\n<p>For example, if you got 10 impressions and 1 of them was in the number one position, your Absolute Top of Page Rate would be 10%.<\/p>\n<p>To dig deeper into your SERP placement, you can add the <em>Top vs Other<\/em> segment to your Campaign report.<\/p>\n<h2 id=\"how-to-use-the-auction-insights-report\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_use_the_Auction_Insights_report\"><\/span>How to use the Auction Insights report<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Now that you know what these metrics mean, how do you use this competitive data to your advantage?<\/p>\n<p>My favorite way to use the Auction Insights report is to identify my auction competitors and spy on their ads. Once I know who I\u2019m competing against, I look them up in the Google Ads Transparency Center. This free tool lets you see what ad creative your competitors are using.<\/p>\n<p>By reviewing their ad text, I can get ideas for how to improve my own ad copy. Maybe they\u2019re using a specific call-to-action or a unique selling proposition that\u2019s worth testing. <\/p>\n<p>Updating my ad text to be more relevant and compelling can improve my expected click-through rate, which can improve my ad rank and help me get better visibility in the auction.<\/p>\n<h2 id=\"how-not-to-use-the-auction-insights-report\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_NOT_to_use_the_Auction_Insights_report\"><\/span>How NOT to use the Auction Insights report<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I don\u2019t recommend constantly obsessing over your Auction Insights report. It has a lot of numbers, and it can be easy to get analysis paralysis.<\/p>\n<p>Impression Share is the one metric I do keep a close eye on, looking at the <em>Search Lost IS (Rank)<\/em> and <em>Search Lost IS (Budget)<\/em> columns at the Campaign level to understand <strong>why<\/strong> I\u2019m missing out on impressions.<\/p>\n<p>I check the full Auction Insights report monthly or quarterly to get a broader overview of the competitive landscape and make high-level strategic adjustments. It\u2019s also a good way to see if new competitors are entering the auction or if certain competitors are scaling up or down.<\/p>\n<p>By understanding what each Auction Insights metric means and using the data to inform your ad copy and bidding strategy, you can make smarter decisions and improve your Search and Shopping performance.<\/p>\n<p><em>This article is part of our ongoing bi-weekly Search Engine Land <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/watch-movies-tv-seriess\/\" data-internallinksmanager029f6b8e52c=\"8\" title=\"Watch Movies &amp; TV Series\" target=\"_blank\" rel=\"noopener\">series<\/a>, Everything you need to know about Google Ads in less than 3 minutes. Every other Wednesday, Jyll highlights a different Google Ads feature, and what you need to know to get the best results from it \u2013 all in a quick 3-minute read.<\/em><\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-ads-auction-insights-461513\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Do you know who you\u2019re really competing against? Here&#8217;s how the Google Ads Auction Insights report can give you a huge competitive advantage. One of the most powerful tools for competitive intel sits right inside your Google Ads account: the Auction Insights report. As long as you\u2019re spending money on Search and Shopping, you can&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-688733","post","type-post","status-publish","format-standard","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/688733","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=688733"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/688733\/revisions"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=688733"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=688733"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=688733"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}