How To Read Auction Insights Google Ads

Auction insights is a tool within Google Ads that offers insightful data about your competition and their advertising effectiveness. It enables you to compare the performance of your advertisements against other advertisers who are also competing for the same keywords. In this article, we’ll guide you on how to interpret auction insights in Google Ads.

Accessing Auction Insights

To access auction insights, log in to your Google Ads account and navigate to the campaign or ad group you want to view. Click on the “Auction Insights” tab located under the “Details” section.

Understanding the Data

Once you have accessed auction insights, you will see a table with several columns of data. The first column shows the domain or display URL of your competitors’ ads. The second column displays the number of times your ad and your competitors’ ads appeared together on the same page. The third column shows the percentage of time your ad was shown above your competitors’ ads. The fourth column displays the percentage of time your ad was shown below your competitors’ ads. The fifth column shows the average position of your ad compared to your competitors’ ads.

Using Auction Insights to Improve Your Ad Performance

Auction insights provides valuable information that can help you improve your ad performance. By analyzing the data, you can identify which keywords are driving the most competition and adjust your bidding strategy accordingly. You can also use the data to identify areas where you may be underperforming compared to your competitors and make necessary changes to your ad copy or targeting.


Auction insights is a powerful tool in Google Ads that can help you gain valuable insights into your competitors’ ad performance. By understanding how to read and analyze the data, you can make informed decisions that will improve your ad performance and drive more traffic to your website.