Your client noticed last month that his ad often showed up beside another advertiser’s ad for the same search terms. How can you help your client understand how he is performing compared to other advertisers?
Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers
Use the top movers report which campaigns have seen the biggest change in clicks since last month
Use the paid & organic report to show when his website appears in organic search, with no associated ads
Use the Search term report to show which search terms lead to the most clicks on his ads
The Auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are. This information can help you to make strategic decisions about bidding and budgeting choices by showing you where you’re succeeding and where you may be missing opportunities for improved performance.
Read more here: https://support.google.com/adwords/answer/2579754?hl=en