New Search Ad Position Metrics
Google ads metrics are an important aspect of measuring results and optimizing your PPC advertising for best results. Google Ads announced on November 6th, 2018 that they will be rolling out four new metrics regarding ad position. These new metrics will provide advertisers more detailed, granular data regarding their ad position.
The new metrics for search ad position are:
- 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.
Google Ads went on to say that “if you are using average position to understand the location of your ads on the page, it’s better to use impressions (Absolute Top) % and Impression (Top) %. If you are using average position to bid to a page location, it’s better to use Search (Abs Top) IS and Search (Top) IS.”
Google also went on to clarify average position, indicating that average positions shows the order that your ad appears versus the other ads in the ad auction. For example, sometimes no ads are displayed above the organic search results so the ad with a number one position may appear at the bottom of the page.
You can learn more about these new ad metrics by reading the Google Ads announcement.