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How to track changes in competitive landscape in Google Ads
Has anyone used a script or a method in particular they really like to measure how “competitive” an auction in recently compared to the same time frame 1-2 years ago. I’m struggling to find the best way to demonstrate this with the changes to the average position metric. Any ideas would be greatly appreciated! Mainly a way to see how click costs have changed to maintain similar position within SERP.
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4 Replies
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Auction insights?
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Average position doesn’t exist anymore, so we have to use other metrics for historical comparison.
Total impression share YOY at the account level would be the Auction Insights report.
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CPC Vs IS lost (rank) should give you the insights you need, whether you’re demonstrating that the same campaign/at/kw with a higher CPC gets a similar IS now compared with in the past or vice versa.
You could bring in weighted quality score (historical) for a campaign or an ad group if you aggregated the data in Sheets or something, but it depends if you think that’s worth the extra effort. It would probably strengthen your case since ad rank is bid * quality score so then you’d have both components affecting your account’s competitiveness.
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Check out my post, there are some scripts that do this highlighted: [https://www.tenthousandfootview.com/ppc-marketing-covid-19/](https://www.tenthousandfootview.com/ppc-marketing-covid-19/)
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