When it comes to running a Google Ads Campaign, there can be no such thing as too much data. Every single data point we get (via Analytics, Google Ads, HotJar etc) expands the depth at which we can abstract trends in consumer behaviour and therefore attempt to understand and predict how they're going to behave. Furthering our working TOFUN persona and allowing us the ability to optimise our content to increase conversions and lower wasted spend.
A common misconception (one that even I was under until researching this article!) is that average position is the average position on the page the ad is displayed at. This is incorrect as is doesn't factor any of the organic results in, so you could still appear below all the organic results, but still in place #1. To enhance clarity and reporting around these numbers Google Ads has been updated with 4 new search placement metrics that should provide clearer insights into where your ad is appearing on the search result page.
These new metrics (from Google Ads Help) 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.
Top Impressions & Search Impression Share
By grouping these new metrics into two pairs, Top Impressions (TI) and Search Impression Share (SIS). Top Impressions gives you a gauge of how your ad is performing in comparison to the other ads in the auction, and the organic results on the page as well.
SIS gives you a better understanding of how your ad is currently performing compared to it's location. This can give you great data that underscores how valuable the absolute top spot is for you, and can potentially be extrapolated into potential Organic top spot performance for the campaign and make a case for SEO services.
It also gives us a better measure of how many impressions are up for grabs in total if you were to get top spot consistently. Ways that you can do this are by improving your Quality Score or by upping the bids on each keyword. Check out our Google Ads Profitability Campaign Template if you're looking for a more 'on the engine' analysis of your Google Ads Campaign and a deeper understanding on how a well run campaign could positively influence the profit line for your business.
We're definitely going to start using these metrics in our reporting to clients, as it provides some awesome clarity for when a client asks "How often am I at the top of those searches" and also then back things up with the value of attaining that top result.
If you would like to provide some feedback on these new metrics, click here to let the Google Ads Product Team know! or let us know in the comments below if you can think of any other interesting data points your can extrapolate out of these new ones.