Google Introduces New Search Ad Position Metrics
It's important to understand where your ads appear on the search results page. Contrary to common perception, average position is not meant to describe where the ad appears on the page. Average position reflects the order that your ad appears versus the other ads in the ad auction. For instance, an ad position of “1” means that your ad shows ahead of all other ads, but it doesn't necessarily mean the ad was at the very top of the page. Sometimes, there are no ads displayed at the top of a search results page above organic search results. It can be confusing.
That’s why Google is rolling out four new metrics that – unlike average position – provide clear insights on where your ads are appearing on the search results page.
- 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.
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