How To Get the Most Out of Competitive Metrics in AdWords

AdWords is a powerful tool for marketers, but it can be difficult to get the most out of its capabilities. Metrics are the key that unlock these insights and give you an edge over your competitors. This guide will take you through five steps on how to properly use AdWords metrics in order to ensure success in your PPC campaign..

“Google ads” is a service that allows advertisers to advertise on the Google search engine. This article will teach you how to get the most out of competitive metrics in AdWords. Read more in detail here: google ads.

According to the IAB Online Advertising Revenue Report, internet advertising revenues in the United States alone reached an all-time high of $11.6 billion in the first quarter of 2014. “With customers increasingly depending on digital displays for everything from information to entertainment,” said PricewaterhouseCoopers Partner David Silverman, this 19 percent year-over-year growth comes as no surprise. These figures, on the other hand, are a testimonial to agencies and organizations who have clearly identified relevant consumers and properly used funds.

Constant budget monitoring and campaign optimization are required to keep ahead of curves like this. Understanding and using the competitive analytics in Google AdWords is one approach to outperform rivals and enhance your online advertising outcomes.

In Google AdWords, Where Can I Find Competitive Metrics?


Competitive metrics are one of the AdWords custom column sections that you may create. You’ll have a distinct set of metrics depending on the kind of campaign you’re conducting. Everyone sees competitive stats by default.

Follow these steps to personalize your columns:

  1. All online campaigns may be found here.
  2. Above the graph, choose Columns.
  3. Customize columns is selected.
  4. Select Competitive Metrics from the menu.
  5. After that, click Add and then Apply.


On the right side of your standard campaign statistics, you should now see a new set of columns. Let’s take a closer look at each measure and how you may utilize them to your advantage.

What Do The Metrics Mean?

When “impressions” are considered the market, the Impression Share provides you the percentage of market share.

“Impressions you’ve gotten on the Search Network divided by the expected amount of impressions you were entitled to get,” according to Google.

For both the Search and Display Networks, this number is straightforward, although the Search Exact Match is sometimes misinterpreted. Rather than showing you the Impression share for your exact match keywords, it displays the Impression share if all of your keywords were perfect match.

With the Search/Display Lost IS (rank) and Search/Display Lost IS (budget) columns, Google additionally informs you why you’ve lost your impression share. Both of those numbers represent the proportion of time your advertisements were not shown owing to ad rank or budget constraints.

You may utilize this knowledge to your advantage by acting on the areas where you see the most potential. For example, if there is a potential to improve the quality score, there is no need to raise the budget at first. If you do raise the budget, make sure that all of the correct keywords benefit from the increased traffic.

Consider the CTR (relative) before taking any decision based on Impression Shares in Display Network campaigns.

Relative CTR

For Display Network campaigns, Google AdWords calculates the Relative CTR by dividing your CTR (click-through-rate) by the average CTR of all advertisers on the locations where your advertisements and those of your rivals are shown. While the Impression Share fluctuates more slowly over time, the Relative CTR fluctuates more often depending on your or your rivals’ actions.

This number is shown as a multiplier rather than a percentage. Let’s take a look at a specific case.

Case Study on Relative CTR

You’re selling shoes, and Google estimates that your Display Network CTR on one page is 0.03 percent. Google notices that you have three rivals with a CTR of 0.003 percent each on that precise spot.

Because you’re dividing your CTR (0.03 percent) by the average of your rivals’ (0.003 percent), your CTR is 10 times greater than theirs.

In words, the formula is:

Your Relative CTR = Your CTR / (CTR of Competitor 1, CTR of Competitor 2, CTR of Competitor 3 / Number of Competitors)

The Numbers Formula:

(0.003+0.003+0.003/3) = 0.03 percent

It’s a good idea to learn the formula so you can interpret the Relative CTR accurately. The essential element is that it averages your rivals’ CTRs, which means that some competitors’ CTRs may be extremely close to yours, while others may be four or five decimal places away from defeating you on a single spot. You can’t tell since the figure is an average.

Only the Campaign and Ad Groups tabs display the Relative CTR. Because it gives a little more information, most advertisers find it more helpful under the Ad Group area.

Competitive metrics provide you a broad picture of how you’re performing in comparison to your peers. In fact, they may be able to point out valuable chances that you might otherwise miss.

Watch This Video-

Competitive metrics are the key to understanding how your ads perform in Google AdWords. This article will teach you how to get the most out of these metrics. Reference: search impression share formula.

Frequently Asked Questions

How do I analyze competitors on Google ads?

A: To analyze competitors on Google Ads, you will need to download and install the AdWords toolkit. It is a free software that can help you find out what your competition is doing in terms of their ads, keywords, traffic sources etc.

How do I outbid competitors on Google ads?

A: One way to outbid your competitors on Google Ads is by bidding ads with greater budgets. This will help you get more visibility for a cheaper price, as opposed to spending the same amount of money and getting fewer views due to stronger competition

How do I maximize my AdWords?

A: To maximize your adwords pay per click earnings, make sure that you have a high quality website with up to date and relevant content. And also make sure that the ads on your site are highly targeted so they can pull in more clicks

Related Tags

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  • what does a click through rate of 1.2 x indicate about ad performance
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