Google Ads is introducing new metrics to provide advertisers with enhanced insight about the exact location where ads appear on the search results page. They have stated that the metrics which are available at present to advertisers aren’t very clear. For instance, the average position metric doesn’t signify where an ad is visible on a page. Rather it indicates the order in which your ad appears in contrast to other ads in the same ad auction.
In case an ad has 1 as average position, it doesn’t mean that it will be visible on the top of the page. This signifies it is visible above all other ads. There are some instances when no ads are displayed at a higher place than organic search results. Therefore, an ad with an average position of 1 appears on the page’s bottom. So, Google is launching four new metrics in the upcoming weeks which will provide better insights on where your ads appear on the search results page-
- Impr.(Absolute Top)%-The % of your ad impressions which are displayed as the first ad above organic search results.
- Impr.(Top)-The % of ad impressions which are shown anywhere over organic search results.
- Search(Absolute Top)IS-This refers to the impressions which you got at the top location of the first ad above organic results divided by estimated number of impressions you are likely to receive on the top location.
- Search(Top)IS-Impressions which you got in the top location as compared to the number of impressions you were entitled to get at the top location.
In case you are utilizing average position to comprehend location of your ads on the search results page, it’s wise to use Impression(Absolute Top)% and Impression(Top%). On the other hand, if you are utilizing average position in order to bid on a page location, it’s wiser to utilize Search(Abs Top) IS and Search(Top) IS.