Google Search Ads: New Search Ad Position Metrics
Google search Ad position has new metrics. Early November 2018 Google has announced the addition of four new metrics to search Ad position. Keep reading if you want to find out how these metrics can affect the way we measure Ad positioning.
New Ad Position Metrics Definions
Impression (Absolute Top ) %: Percent of impressions your ad receives when your ad is shown in the first position on the results page. The Absolute Top is the very first ad shown in the group of ads above the organic results.
Impression (Top ) %: Percent of impressions your ad receives when your ad is shown in any position above organic results.
Search (Absolute Top) Impression Share: Number of impressions your ad receives when shown in the very first position on the results page, that number is divided by the number of ad impressions for which you were (your previous ad position, if any).
Search (Top) Impression Share: Number of impressions your ad receives when shown in any position above the organic results (including very top ad position) divided by the number of ad impressions for which you were (previous ad position, if any).
What does it mean to you?
Impression (Absolute Top) and Impression (Top) adds more transparency to the story, it adds more context to where your ads exactly are shown.
Let’s assume that the bid strategy for this campaign is to get as close to the top search result as possible as often as possible. If we were to only look at Average Position, we would think this campaign’s bid strategy is aligned with our goals.
By looking at one of the new search Ad metrics, the Absolute Top and Top Impression Share metrics, however, it’s clear ads in this campaign are only showing in the top few results 44.05% of the time and are showing just 38.48% of the time in the very top ad position.
Since Average Ad Position only explains a good aspect of Ad performance, using Average Position by itself to adjust bids isn’t the most effective strategy. If you currently use Average Ad Position criteria for automated bid rules, you’re missing on actionable insights. Consider updating that criteria to include Impression metrics as well. All the new Ad position metrics are available in the Condition section when setting up automated bid rules.