Google announced a new report promising to provide advertisers with more transparency!

Google announced a new report for AdWords on the Inside AdWords blog, promising to provide advertisers with more transparency into the ad auction.

One of the more interesting things about this new report is that it provides Impression Share at the keyword level, something that has not been seen before. The new Auction Insights Report also provides some interesting competitor data. Another statistic provided that is worth returning to in-depth is the Top of page rate.

For years advertisers have struggled to understand how the auction process works and have asked for more insights into the auction to help optimize for better performance. Currently Google provides competitive reports at category level (in the Opportunities tab) and impression share data, but now they will offer information to show how advertisers are performing in comparison to other advertisers who compete in the same set of auctions.