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Google Ads Introduces 4 New Search Ad Position Metrics

09/11/2018
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Google Ads is introducing new metrics to offer advertisers with better insight into where their ads appear on the search results page.

For example, the average position is not meant to describe where the ad appears on the page. It redirects the order that your ad appears versus the other ads in the ad auction.

As a result, an ad position of “1” means that your ad shows ahead of all other ads, but it doesn’t mean the ad was at the very top of the page. At times no ads are displayed above the organic search results so the ad with a position of “1” appears at the bottom of the page.

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Google’s 4 New Search Ad Metrics:

  • (Absolute Top) % – the percent of your ad impressions that are shown as the very first ad above organic search results.
  • (Top) % – the percent of your ad impressions that are shown anywhere above organic search results.
  • Search (Absolute Top) IS – the impressions you’ve received in the absolute top location (the very first ad above organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.
  • Search (Top) IS – the impressions you’ve received in the top location (anywhere above organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.

The top two metrics, “Impression (Absolute Top) %” and “Impression (Top) %” are specific signs of page location. You can use these metrics to determine when and where your impressions are displaying above the organic search results.

The other two metrics, “Search absolute top impression share” and “Search (Top) IS” deliver your share of eligible top impressions. They are the best signs of the available opportunity to show your ads in more prominent positions.

Summary

  • If you are using the average position to understand the location of your ads on the page, it’s better to use Impression (Absolute Top) % and Impression (Top) %.
  • If you are using the average position to bid to a page location, it’s better to use Search (Absolute Top) IS and Search (Top) IS.
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