New in Bing Ads Intelligence: Use the Auction Insights Report to Gain a Competitive Edge
The fate of your ad -- determined by key performance indicators like rank, CPC and CTR -- is decided in the auction where it competes with many other ads. Wouldn't it be helpful to know who you're competing against and how their ads are performing in comparison to yours, especially when it comes to your most important keywords?
Today, we are very happy to announce that we are rolling out the Auction Insights report through Bing Ads Intelligence (BAI), which will help make it easier for you to get a competitive landscape view within a few clicks!
TIP: Stay tuned here to the Bing Ads Blog for updates on when this report will be available via the web user interface and API.
The Auction Insights report provides five key statics -- Impression Share, Average Position, Overlap Rate, Position above rate, and Top of page rate -- to enable performance comparison with other advertisers that are bidding on the same keywords as you.
Accessing and Interpreting the Auction Insights Report in Bing Ads Intelligence
- Automatic access through BAI.
Simply click this button on the BAI tab to generate auction insights report.
- Select single or multiple entities across campaigns, ad groups and keywords for comparison.
If you want to get an idea of high level view of which other advertisers are competing with you, you can select single or multiple campaigns to generate the auction insights report.
If your ad groups are already well organized, you can also drill down within the campaign and select single or multiple ad groups to see the Auction Insights report at that level.
If you’d like keyword-specific information, such as how your brand terms are performing, search for your keywords in the search box, select those you're interested in learning more about and run the Auction Insights report to see your top competitors.
- Identify competitors by display URL domain.
Your competitors are defined as those who have been in the same auctions with you on Bing; they are aggregated by their display URL domain (keep in mind that multiple accounts or multiple users can share one display URL domain).
- Review your Auction Insights Data for Opportunities to Improve Performance.
Here's a quick overview of the types of data you'll find in the columns of the Auction Insights report:
- Impression Share: The number of times your ad is shown on Bing divided by the total available impressions you were eligible to receive.
- Average position: The average position of your ad on a Bing search results page or content-based webpage. It's determined by how your ad ranks against competing ads.
- Overlap rate: The percentage of time competitors showed up on the search results page when your ad is also showed
- Position above rate: The percentage of time competitors showed up higher on the search results page than your ad.
- Top of page rate: The percentage of time your ad showed up above the organic search results, in a premium ad spot at the top of the page (mainline position).
Looking at the auction insights data, you can improve campaign’s competitiveness in many ways. Let’s walk through a few use cases.
Scenario 1: You have a list of brand term keywords which haven’t haven’t achieved your goal of 100% impression share. You can go to Bing Ads Reports Tab to pull out Share of Voice report for those brand term keywords to understand which factors including budget, bid, landing page relevance, keyword relevance, and rank that contribute to the loss of the impression share. You can refer to this blog post to know how to interpret the Share of Voice report and take corresponding actions.
Scenario 2: You can also run the Auction Insights report periodically to understand the marketplace fluctuation. For example, for a campaign you haven’t made any actions during a period of time, while you see your impression share and average position is dropping, by comparing the auction insights reports period over period, you may discover there are competitors who are aggressively pushing up by more impression share and position above rate. Therefore, you may also need to adjust your bidding strategy or improve the ad quality.
We hope this new feature can provide help you better understand your campaign performance compared with others and optimize your campaigns to be more competitive. We're always listening to your feedback to help inform our future release plans, so please feel free to let us know how we're doing!
Questions? Comments? Feel free to leave them below, or ping us on Twitter.