It is important to think long term when analysing pay per click (PPC) campaign data from Auction Insights, it has been claimed.
Writing for searchenginewatch.com, online marketing expert Alastair Dent urged advertisers to use the system to see if competitors are bidding on their brand, monitor how rivals are using their budgets and see which brands are getting high impressions from low positions.
He suggested the tool, launched earlier on this year, can offer up plenty of interesting insights to help inform the long-term strategy of campaigns rather than to simply tweak bids – and it can even be “fun” to look around the available data.
Mr Dent said: “You’re looking to have a better understanding of how your competitors are positioned on AdWords. You want to know whether you should be battling to stay at the top or fighting the plucky fight from a position of weakness.”
When the Auction Insights system was unveiled, group product manager at AdWords Bhanu Narasimhan wrote an Inside AdWords blog for blogspot.co.uk and stressed how crucial it is for advertisers to know what their rivals are doing in the PPC market.
She explained that this should give brands the chance to make more informed decisions, showing marketers where they are succeeding and where they perhaps need to alter their strategy.