Google is rolling out four new metrics over the next several weeks that provide insights on where the ads are appearing on the search results page.
Julien Jacquet, Product Manager at Google Ads, explained yesterday that the average position in Google Ads shows only the position in relation with the other ads, but not with the organic search results.
The new 4 ad position metrics on Google Ads will show the position of the ads in relation
- Impr. (Absolute Top) % – the percent of your ad impressions that are shown as the very first ad above the organic search results.
- Impr. (Top) % – the percent of your ad impressions that are shown anywhere above the organic search results.
- Search (Absolute Top) IS – the impressions you’ve received in the absolute top location (the very first ad above the 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 the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.
Jacquet says the first two metrics, “Impression (Absolute Top) %” and “Impression (Top) %” are specific indicators of page location, and recommend advertisers to “use these metrics to determine when and where your impressions are showing above the organic search results.”
The other two metrics, “Search absolute top impression share” and “Search (Top) IS” convey the share of eligible top impressions. “They are the best indicators of the available opportunity to show the ads in more prominent positions.” wrote Julien Jacquet, Product Manager at Google Ads.
Google is working on incorporating these metrics into automated bidding options in Google Ads.
Google said yesterday that advertisers should look at Impression (Absolute Top) % and Impression (Top) % instead of the Average Impression when it comes to understanding the location of your ads on the page.
If the goal is to bid to a page location, Google recommends to use Search (Abs Top) IS and Search (Top) IS.