Companies that engage in online B2B marketing practices need to keep abreast of the latest trends in search engine marketing (SEM). The main goal of any business is to develop lucrative relationships with prospective clients, and online marketing can be influential to greater lead generation results.
Recently, Google announced a new feature to its popular AdWords interface that promises more transparency into the advertisement auction. This process is how Google determines the cost per click (CPC) amount an interactive marketing agency will pay for a click on an ad. Traditionally, advertisers have struggled to figure out how Google calculated price, and now the search engine giant plans to make it clearer to users.
The new Auction Insights report provides data at the keyword-level, but information is only available for active queries. The new report compares users to their competitors in the auction, providing impression share, average position, overlap rate, position-above rate and top-of-page percent. All of these statistics show how a brand ranks against other organizations in similar sectors, which can prove to help a creative marketing team tailor future campaigns to improve conversion rates down the line.