Once again Google is adding some features to their AdWords site to help users get more milage from their campaigns. This time they're offering an Auction insights report that will allow you to compare what others are doing and extract what might work for you.
The Impression share columns Google currently uses allow you to see how many impressions you actually received versus how many you were eligible for. The new tool will allow you to make valuable comparisons with other advertiser's efforts and discover where you have more opportunities or where you are wasting your time and money.
Here's what Google said about the enhancements on their AdWords blog site:
With the Auction insights report, you can compare your performance with other advertisers who compete in the same set of auctions as you do. You can see how often your ads rank higher than other advertisers’ ads on the search results page, and how often your ads appear compared to theirs based on your estimated possible impressions. This information can help you make strategic decisions about bids, budgets, and keyword choices by showing you where you are succeeding and where you may be missing opportunities for improved performance.
The report from Auction gives you five different statistics from your work including impression share, average position, overlap rate, position above rate, and top of page percent. The reports are generated from one keyword at a time. So if you spend a lot of time analyzing your performance using AdWords, these new tools could really benefit you.