It’s likely that most of you have seen the Google Auction Insights Report with new, crisp visuals. To our company, it’s most effectively used for requesting more budget and explaining KPI fluctuations, especially since you can segment by periods of time and see an account’s impression share trend over time. So, if your impression share for specific keywords or queries decreases over time, it’s likely a sign of market volatility: (1) Your competitor’s could’ve started spending more aggressively; (2) A new competitor might’ve emerged; (3) Search volume for the keyword or query may have risen. You can react to market changes via clear, solid visual data to support your requests for a bigger budget. There are some cool metrics to look at. Our team has a process for reviewing and weighting metrics, as I’m sure most marketers or agencies do or will have. Overlap Rate: How often another advertiser’s ad received an impression in the same auction you did. Position Above Rate: How often your competitors’ ad shows above yours. Top of Page Rate: How often you’re in one of the top four spots. Outranking Share: How often your ad ranked higher in the auction. What’s even better is that you can look back at an unlimited amount of time to even review entire quarters. Of course, these don’t represent 100% of impressions but at least a large enough sample. So that’s the most significant way I know our team uses this tool. Are there other ways you guys take advantage of the data?