We provide competitive auction metrics to help you make data-informed decisions about how to optimize your campaigns.
These competitive metrics are calculated and presented at the ad set level, and will be available after an ad set has been running for at least a day. You can access this data in two places:
- On the campaign performance page, as a custom metric.
- On the Edit Ad Set page on the right hand side.
For the first method, click to a campaign so you see all of its ad sets. Then, click the circular metric button on the upper right corner of the ad set list.
Click "Auction Insights" from the list provided and specify which metrics you would like to include in your dashboard. Metrics include:
- Impression share: The percent of auctions the ad set entered, and was one of the winners. Please note that auctions can have multiple winners as there are multiple ad slots available on a page.
- Absolute impression share: The percent of auctions the ad set entered, and won the top available slot.
- Auctions lost to competition: The percent of auctions the ad set entered, and was the best ad set in your account for the auction, but did not win an available slot
Each of these metrics are updated daily and are calculated over the prior week's auctions.
If you are satisfied with the ROI on your ad set and you want to optimize for more delivery, there are a few levers you can utilize: increasing bid, improving creative, or expanding targeting.
- If your auctions lost to competition rate is high, that means that your ad set is entering auctions, but not winning many of them: In this case, increasing your bid or improving your creative may help you be more competitive in the auction and win more of the auctions you are entering. Our auction considers both how much an advertiser is willing to bid and how relevant the ad content is to a given user. Improving ad content can help improve the relevance or make the ad more interesting to a user, which increases the likelihood that they will interact with the ad, and thus the likelihood that the ad wins the auction.
- If your impression share is high but your absolute impression share is low, that means your ad set is winning a slot in most auctions but a competitor is winning the top slot in an auction: Winning the top slot can result in more delivery, more clicks, and higher CTRs. Similarly in this case, increasing your bid or improving your creative may help you be more competitive in the auction and win more top slots of the auctions you are entering.
- If both your impression share and absolute impression share is high, that means that your ad set is winning most of the auctions which it enters: If you would like to get more impressions, the best lever you have is to expand the targeting options for the creative in this ad set. That could mean targeting more topics or trying additional targeting methods, such as interest targeting or lookalike targeting.