„Keep your friends close, and your enemies closer.“ With Google’s Auction Insights, you can do both. Although Auction Insights are not new, hardly anybody uses their full power. This will change now: Mike will dive deep into Auction Insights, showing you how to build frameworks for thinking about your competition and how to set custom competitive metrics to measure those. You will also learn reporting options that very few people know about, as well as how to visualize your findings so your insights can be shared and acted upon. Plus, Mike shows us that Auction Insights are not limited to competition: they can also help you understand collaborative efforts like co-marketing campaigns, DTC vs. retail coverage, multi-CSS tactics, and cross-channel manoeuvres like the „Drive-to-Amazon“ strategy.