Google Ads update to top Search ads definitions
Rajiv Sharma
Ecommerce Consultant (Ecommerce Development & Digital Marketing) Founder at Sainet Technologies Certified SEO, Google AdWords Professional. Guest Faculty MSME DFO for Ecommerce.
Ad placement has become more dynamic among search results, allowing Search ads to trigger at different positions relative to top organic results.
,What is Google Top Ads
Top ads are adjacent to the top organic search results. Top ads are generally above the top organic results, although top ads may show below the top organic results on certain queries. Placement of top ads is dynamic and may change based on the user’s search.
“Top ads are adjacent to the top organic search results. Top ads are generally above the top organic results, although they may show below the top organic results on certain queries. Placement of top ads is dynamic and may change based on the user’s search.”
The two key metrics are:
Search top impression share (Search top IS) and Search absolute top impression share (Search abs. top IS) help advertisers understand the opportunity for their ads to improve triggering among top ads or in the first position among top ads.
Unlike average position, these metrics don’t reflect the order of ads compared to other ads but the actual placement of ads on the SERPs.
Helpful for PPC Campaign Marketers
This update is essential for PPC Advertisers and marketers who rely on Google Ads to reach their target audience.
Understanding the placement of ads on the search results page can help advertisers optimize their campaigns and improve their click-through rates (CTR).
领英推荐
By knowing the difference between top and absolute top metrics, advertisers can make informed decisions about their bidding strategies and ad placement goals.
How This Could Help PPC Advertisers
As an advertiser, you can use these metrics to set your bids to increase the percentage of your ads that either show anywhere among top ads or at the first position among top ads.
By monitoring your Search top impression share and Search absolute top impression share, you can identify opportunities to improve your ad placement and drive more traffic to your website.
Additionally, understanding the metrics related to lost impression share due to budget or Ad Rank can help you identify areas for improvement in your campaign management.
Optimizing your budget and Ad Rank can increase your chances of appearing among the top ads and improve your overall campaign performance.
In Summary
Google’s definition of top ads now includes the possibility of ads appearing below the top organic results for specific queries.
Top and absolute top metrics provide insight into ad placement on the search results page, helping advertisers monitor performance.
Advertisers can use these metrics to set bid targets, identify budget limitations, improve Ad Rank, and conduct competitive analysis to refine their advertising strategies.
Rajiv Sharma