Schedule a call

Ready to scale?

Pick the service you need and book a free Discovery Call.

How to Reduce Friction and Increase Conversion Rates in a B2B Lead Generation Model?

We've spent millions on Facebook and Google scaling fledgling brands into eCommerce empires. Now it's YOUR turn.

How to Use Google Ads Auction Insights to Optimize Your Ad Performance

Andres Morales Zuleta
Last Updated October 31, 2023

Google Ads Auction Insights is a powerful tool that can greatly enhance your ad performance. By providing valuable data and insights into your competition, you can gain a competitive edge and make informed decisions to  improve your ad campaigns. Keep reading to learn how to use Google Ads Auction Insights to optimize your ad performance.

What is Google Ads Auction Insights?

Google Ads Auction Insights is a feature within Google Ads that provides advertisers with crucial information about the performance of their ads compared to their competitors. It allows you to evaluate your ad's visibility, position, and performance metrics in relation to other advertisers bidding on the same keywords and targeting the same audience.

It goes beyond just giving you basic metrics. It provides you with invaluable insights into how your ads are performing in the auction. It shows you how often your ads appear in the auction, where they rank compared to other advertisers, and how frequently they secure the top spots. This comprehensive data gives you a deeper understanding of your ad's performance and helps you make informed decisions to improve your overall advertising strategy.

google ads auction insights optimize

Importance of Google Ads Auction Insights in Ad Performance

Understanding your ad's performance relative to your competitors' is crucial for achieving success in the highly competitive world of online advertising. Google Ads Auction Insights provides you with the necessary data to evaluate your ad's visibility, position, and performance metrics compared to other advertisers.

By analyzing this information, you can identify areas where your ad is underperforming and take proactive measures to improve its performance. For example, if you notice that your ad has a lower impression share compared to your competitors, you can adjust your bidding strategy to increase your ad's visibility.

It’s, as you see, about high-value data. By gaining insights into how your ads are performing in relation to your competitors', you can refine your bidding strategy, adjust your targeting, and optimize your ad copy to stay ahead of the competition and achieve better results.

Set it up!

Now that you grasp the significance of Google Ads Auction Insights, let's delve into how to set it up and leverage its benefits.

Step-by-Step Guide to Setting Up Google Ads Auction Insights

To set up Google Ads Auction Insights, follow these simple steps:

  1. Sign in to your Google Ads account: Start by accessing your Google Ads account using your login credentials. If you don't have an account yet, you can create one easily.
  2. Go to the "Tools & Settings" menu: Once you're logged in, navigate to the "Tools & Settings" menu located at the top right corner of the page. Click on it to reveal a drop-down menu.
  3. Click on "Auction Insights" under the "Planning" section: In the drop-down menu, locate the "Planning" section and click on "Auction Insights." This will take you to the Auction Insights dashboard.
  4. Select the campaigns and ad groups you wish to analyze: On the Auction Insights dashboard, you'll see a list of your campaigns and ad groups. Choose the specific ones you want to analyze by selecting the checkboxes next to their names.
  5. Choose the relevant time frame and click on "Run" to generate the auction insights report: Specify the time frame for which you want to gather insights. You can choose from options like the past 7 days, 30 days, or a custom range. Once you've selected the time frame, click on the "Run" button to generate the auction insights report.

By following these steps, you'll be able to set up Google Ads Auction Insights and access valuable data that can inform your advertising strategy. However, it's important to be aware of some common mistakes that advertisers often make when setting up Auction Insights. 

Common Mistakes to Avoid When Setting Up Google Ads Auction 

  • Not selecting the correct campaigns and ad groups: One common mistake is not choosing the specific campaigns and ad groups you want to analyze. It's crucial to select the relevant ones to gather accurate insights about your competitors. By analyzing the right data, you can gain a deeper understanding of the strategies that work best in your industry.
  • Not selecting the appropriate time frame: Another mistake to avoid is not selecting a time frame that is relevant to your analysis. Different periods may yield different insights, so it's essential to choose a time frame that aligns with your goals and objectives. For example, if you're running a seasonal campaign, analyzing auction insights from the same period in previous years can provide valuable historical data.
  • Not running the report regularly: Auction Insights data is dynamic and can change frequently. Therefore, it's essential to regularly run reports to stay up-to-date with the latest information. By monitoring your competitors' performance over time, you can identify trends, spot opportunities, and make data-driven decisions to optimize your own campaigns.

By avoiding these common mistakes and following the step-by-step guide, you'll be able to set up Google Ads Auction Insights effectively and leverage its benefits for your advertising strategy. Remember, continuous monitoring and analysis are key to staying ahead of the competition and to increase your revenue.

Interpret Data from Google Ads Auction Insights

Once you have generated the auction insights report, it's vital to know how to interpret the data effectively.

Key Metrics in Google Ads Auction Insights

  • Impression share: This metric represents the percentage of impressions your ads received out of the total available.
  • Average position: This metric shows the average position of your ads in the auction compared to your competitors.
  • Overlap rate: The overlap rate indicates how often your ad and a competitor's ad appeared at the same time.
  • Top of page rate: This metric represents the percentage of impressions your ads received in the top positions.

How to Analyze Your Auction Insights Report

Consider the following:

  • Identify areas of low impression share: If your impression share is low, it indicates missed opportunities to capture more impressions. You may need to increase bids or improve your ad quality.
  • Compare average positions: If your ads consistently rank lower than your competitors', consider optimizing your bids, ad relevance, or landing page experience.
  • Consider overlapping competitors: Analyze the competitors who frequently overlap with your ads. Study their strategies and learn from them to improve your own campaigns.
  • Focus on top of page rate: A high top of page rate indicates a strong performance. If your top of page rate is low, you may need to adjust your bidding strategy to secure better positions.

    google auction insights marketing growth

Use Google Ads Auction Insights to Optimize Ad Performance

Here are some effective strategies to enhance your ad performance:

  1. Identify and target underperforming keywords: Analyze the auction insights report to identify keywords with low impression shares. Optimize your campaigns by increasing bids, improving ad quality, or refining targeting.
  2. Refine your bidding strategy: Adjust your bids based on the average position data in the auction insights report. Invest more in top-performing keywords to secure better positions and increase visibility.
  3. Monitor and learn from competitors: Continuously analyze the competitive landscape using auction insights. Identify competitor strategies that yield better results and adapt accordingly.
  4. Test and optimize ad copy: Use the data from auction insights to create compelling ad copy that differentiates your business from competitors. Experiment with different messaging and monitor the impact on performance.

Advanced Tips and Tricks for Google Ads Auction Insights

If you want to take your ad optimization to the next level, consider these advanced tips and tricks:

Leverage Auction Insights for Competitive Analysis

Use auction insights to gain a competitive advantage:

  • Identify new competitors: Regularly review the auction insights data to identify new competitors entering the market. Adapt your strategies accordingly.
  • Analyze competitor behavior: Identify patterns in how your competitors adjust their bids, budgets, or targeting. Use this information to anticipate their moves and develop counter-strategies.

Predicting Future Ad Performance with Auction Insights

Use auction insights to forecast and predict future ad performance:

  • Identify seasonality trends: Analyze historical auction insights data to identify any seasonality patterns that can help you prepare for future performance fluctuations.
  • Monitor market dynamics: Regularly track your competitors' performance metrics to predict any shifts in the market and adjust your strategies accordingly.

multichannel marketing google auction ads

Sum Up

Google Ads Auction Insights is a valuable tool for optimizing your ad performance. By understanding its features, setting it up correctly, interpreting the data effectively, and implementing strategic optimizations, you can stay ahead of the competition and achieve your advertising goals. Take advantage of this powerful tool and watch your ad performance soar to new heights.

Ready to Improve your Google Ads Strategy?

We've been doing this for some time now... So we know how to help businesses scale their brands sustainably. Schedule a free discovery call with our growth experts today!

let's talk

T. J. Jones 

CoFounder EmberTribe

TJ will help you uncover some of the best growth opportunities for your brand in the First Call.


With over 10 years of experience and 80 million in ad spend under our belts, we know how to guide businesses from fizzle to sizzle.

Seth Bunch-1
"Embertribe has been incredible to work with. Not only are they knowledgeable and the best at their craft but they care about you and your business. Highly recommend!"

Seth Bunch

Founder of Xylem Woodworks

Portrait Lisa FusionBelts
"I tried one company before you guys but you guys are better. And you're all good looking too."

Lisa Vigliorolo

Founder of Fusion Belts

1199958010828334 - Embertribe (Internal Marketing) - 500x500 - SP - 45.01
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."

Duncan Street

Co-founder, Qeepsake

1199958010828334 - Embertribe (Internal Marketing) - 500x500 - SP - 49.01
“One of the things I love most about working with EmberTribe which has been a standout from working with other companies is that there's a level of ownership that the team has in what we're doing that you really feel like they care."

Cody Barbo

Cofounder, Trust & Will

1199958010828334 - Embertribe (Internal Marketing) - 500x500 - SP - 57.01
"All around great team...The EmberTribe team really answered my technical questions without hesitation...Helped me understand where my business was lacking. It's hard to find companies nowadays that really go above and beyond."

Joey Hettler

Media and Marketing Coordinator at Altis

Grow Faster, Smarter with EmberTribe

If you are stuck on the half a million yearly revenue plateau, you need a growth agency that will get to know your business, audiences, and growth opportunities like the backs of their hands—and let you in on everything they learn. 

No secrets, no bull. Just making sparks fly together.

✅ Focused on revenue

Look elsewhere if you're looking for a new logo or brand identity via 200-page slide decks. Those marketing disciplines have their place, but they're not our focus. We've doubled down on growing sales and injecting our clients with cash flow.

✅ We move fast

The typical agency model moves slowly: endless meetings, thousands of email threads, lots of talk, but little action. EmberTribe is different. We know what it takes to grow fledgling brands into formidable empires: a hell of a lot of execution.

✅ Trusted by the best

We've been recognized by Facebook and Google as one of the top agencies in the world. We're a mentor to startups within Techstars, Y Combinator and regularly consult with programs at MIT and Harvard Business School. Now it's time to add you to our Tribe.

Okay, let's do this!

Book Discovery Call

You May Also Like

These Stories on Google ads