Your share of the auction, read. From the numbers Google gives out.
Why do your ads miss searches, and who takes them? 10 checks read impression share lost to budget and to rank, the three parts of Quality Score, and the places your own name is bought, by you, by Performance Max or by nobody.
- 10 checks
- Budget and rank, told apart
- Your brand protected
The 10 checks in this area. As the app names them.
10Checks listed here
Structure
How it is built and set
Competitors you named, that nothing bids on
Competitor names you confirmed that no keyword covers. Only the confirmed list is used, because history alone cannot tell a rival's name from a word your own product needs.
Competitors you named, that nothing bids on: How it decides and what to doLocal Services and Search running side by side
Local Services ads and Search campaigns running together, with both spends side by side. They can compete for the same search, and which should win is a business decision, since one is paid per lead.
Local Services and Search running side by side: How it decides and what to doNo Search keyword bids on the brand
No Search keyword contains the brand, so a competitor can sit above your result, often for less than you would pay. Judged on the Search keywords.
No Search keyword bids on the brand: How it decides and what to doPerformance Max buying queries the Search campaigns already bid on
Performance Max matching queries your Search campaigns already bid on. The credit moves to Performance Max, and Search looks worse for work it used to do.
Performance Max buying queries the Search campaigns already bid on: How it decides and what to doPerformance Max with nothing stopping it buying your brand
Performance Max with no brand exclusion list. Left alone it wins your own name cheaply and books those sales as its own, while brand Search falls.
Performance Max with nothing stopping it buying your brand: How it decides and what to do
Spend
Where the money goes
A brand campaign letting Google decide what your own name is worth
Automated bidding on the account's own name. People searching for the brand have already chosen it, so Smart Bidding bids to reach its target on average, for clicks that cost far less by hand.
A brand campaign letting Google decide what your own name is worth: How it decides and what to doHow much of the budget buys the account's own name
How much of the budget buys the account's own name. Brand converts several times better than the rest, so a blended cost per lead describes nothing you can grow. Reported, not judged.
How much of the budget buys the account's own name: How it decides and what to doQuality Score on the non-brand side
Quality Score on non-brand keywords only. Brand terms sit at 9 or 10 by nature, so an account average hides an expensive generic side. The money is attached to the non-brand part.
Quality Score on the non-brand side: How it decides and what to doQuality Score parts below average on the keywords that spend
The three Quality Score parts (expected CTR, ad relevance, landing page experience) below average on the keywords that carry the spend, once they have enough impressions to grade.
Quality Score parts below average on the keywords that spend: How it decides and what to do
What the data shows, and what it does not.
Google's Auction Insights report, the one that names the domains in your auctions, is not open to Optizads through the Google Ads API. So no page here shows you a competitor's overlap rate, and none will pretend to.
What the API does give is enough to act on: how much impression share each campaign loses to budget and to rank, the Quality Score parts behind the rank, and what each keyword pays. The audit reads those, and you can open Auction Insights in Google Ads beside it.
Two reasons you miss a search.
Lost to budget
The campaign ran out of money. Worth buying only when it converts well enough, and the audit prices it at today's cost per click.
Lost to rank
The ad ranked too low. The fix is relevance, not just bids: expected click-through rate, ad relevance and landing page experience, read on the keywords that carry the spend.
Your own name, in three places.
No brand campaign
A competitor can sit above your own result, often for less than you would pay. Judged on your Search keywords.
Performance Max buying it
Without a brand exclusion, Performance Max takes your name cheaply and claims the sales.
Smart Bidding on it
Automated bids pay up to the target for people who already chose you.
Questions about the auction.
Anything else? Ask Oppy in the product, or write to the team.
Can Optizads show my Auction Insights report?
No. Google does not open Auction Insights to Optizads through the API. The audit reads impression share, Quality Score parts and brand coverage instead, and you can open Auction Insights in Google Ads beside it.
Is average Quality Score useful?
Rarely. Brand terms sit near 10 by nature and generic terms near 5 or 6, so the average moves with the mix. The audit reads Quality Score on non-brand keywords only, part by part.
Should I bid on competitors' names?
It can be worth testing. The audit only checks the competitor names you confirm, and raises the ones nothing bids on as a task for you to decide.
Put Oppy to work on your account.
Create your account and connect Google Ads. Your first audit arrives in minutes, your first tasks soon after. 14 days free, no card.
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