To drive their Quality Score down, to push them below the fold and to hear their lamentation for their CTR.
Google AdWords just did the advertising equivalent of throwing chum into a shark tank. Again. The new Auction Insights reports that came out last week now give advertisers the domain in their competitor’s display URL, impression share on a keyword level. They also supply an overlap, Position Above and Top of page rate.
In a competitive market like AdWords, this can’t help but drive competition between some advertisers. While average position has often been used as a metric for determining tactics for AdWords campaigns, the ability to see on some keywords who is appearing above you and just how often your ads are appearing at the top of the page will inevitably shape strategy.
I suspect the end result, at least for the keywords where this information is now available, is that Google’s yield for impressions will increase.