The fate of your ad – its rank, CPC, CTR - is decided in the auction, where it competes with many other ads. Do you want to know who’s competing with you and how their ad performed relative to yours, especially on your most important keywords?
If so, you’ll be pleased to know we’re rolling out the Auction Insights report this week in Bing Ads Intelligence (available in the Web UI and API soon). Use this report to view your competitive landscape quickly and easily.
I. What Does Auction Insights Measure?
The auction insights report reveals key performance statistics for you and your competitors. It also lists the display URLs of other advertisers who are participating in the same auctions as you. Up to 20 competitors are shown in the report, ranked by impression share.
The five statistics provided and what they means are as follows:
1. Impression Share
The number of times your ad is shown on the Yahoo Bing Network divided by the total available impressions you were eligible to receive.
2. Average position
The average position of your ad on a Yahoo or Bing search results page or content-based webpage. It's determined by how your ad ranks against competing ads.
3. Overlap rate
The percentage of time competitors showed up on the search results page when your ad is also showed
4. Position above rate
The percentage of time competitors showed up higher on the search results page than your ad.
5. Top of page rate
The percentage of times your ad showed up above the organic search results at the top of the page (mainline position).
Your performance is compared to other advertisers competing in the same auction.
II. How Do You Run an Auction Insights Report?
Accessing the Auction Insights report through Bing Ads Intelligence is fast and simple. Log into Bing Ads Intelligence, select an account, and follow these steps (also detailed in Help Center):
- Click the Auction Insights button on the main ribbon.
- On the left-hand menu, click the drop-down menu to select the time period you want to run auction insights for. The tool can show yesterday, the last 7, 14, or 30 days of data.
- Click Available entities to only list entities that have statistically significant data for auction insights, or All entities to view all campaigns, ad groups, or keywords in your account.
- Select the individual campaigns, ad groups, or keywords you want to run auction insights for. Click the parent campaign to access the ad groups, and click the parent ad group to access the keywords.
For example, if you’d like to see how your brand terms compare, select those keywords and run the auction insights report to see who your top competitors are for those brand terms. Similarly, if you want a broader view of how you compare to the competition, select a campaign or multiple campaigns and run the auction insights report.
5. Click Show auction insights button and view auction insights report
III. How Can You Use Auction Insights to Improve Performance?
You can improve your campaign’s competitiveness in many ways by using the Auction Insights report. Let’s walk through a use case.
Lets assume you’re feeling good about your campaign performance, but have a hunch your visibility relative to your competitors could be better. You decide to run an Auction Insights Report and see that, under Impression Share, your brand term keywords are achieving significantly less impression share than your competitors in the same auction. What should you do?
Auction Insights revealed where you may be falling short of the competition – impression share. Let this be your new optimization target. To solve for this, run a Share of Voice report from the Reports Tab for those brand term keywords. This will reveal which factors - budget, bid, landing page relevance, keyword relevance, and ad rank, for example - are contributing most to the loss of impression share. (Refer to this blog for more on using Share of Voice report). Now you can take the corresponding optimization action.
TIP: Review your Auction Insights report period over period to familiarize yourself with themes in marketplace movement. If you discover that your impression share and average position is dropping on a campaign you haven’t made any changes to recently, by comparing 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 helps you better understand your campaign’s relative performance in the auction, and equips you with the insight you need to achieve an edge over your competition.
As always, we welcome your thoughts and feedback here on the blog, Twitter, or in the Feature Suggestion Forum. For more information on recent releases that have come as a direct result of your feedback, be sure to visit http://www.bingads.com/listening.
Jessica Cui, Program Manager, Bing Ads Platform
Questions? Comments? Feel free to leave them below, or ping us on Twitter.
NOTE: The information contained in this blog post is intended for agencies and advertisers that are self-managed or supported by Microsoft. If you are an agency or advertiser managed by Yahoo, the details therein may not be applicable, and you are encouraged to contact your Account Representative for more information.