New position metrics in Google Ads
Google Ads will launch four new metrics in the coming weeks to indicate where our ads appear on the results page.
This is important because the average position is a metric that could perhaps be more specific, since the first ad space is not always at the top of the page, that is, at the top of where the organic results are.
Ads that appeared on the right when searching from computers ceased to exist a while ago, but now there are times when the first ad on the page actually appears at the bottom, below organic results. From this it begins to make sense that some CTRs are lower.
This new feature includes two metrics that try to refer to the position number one, that is, the first result in the highest part of the page, and two metrics about all the impressions that are shown above the organic results.
Impressions (Absolute top) %: This is what most users consider to be the number one position. This metric shows the percentage of impressions that are served on the first ad, above the organic results.
Impressions (Top) %: The percentage of impressions that are served anywhere higher than organic results.
Search (absolute top) IS: The impressions your ad received in the number one position, divided by the estimated number of impressions that your ad was eligible to be in the number one position.
Search (top) IS: The impressions that your ad received in the main section, that is, in the main results above the organic results; compared to the estimated number of impressions where your ad was eligible to rank number one.
The first two metrics will give an overview of when and how impressions were generated in the top space of organic results.
The two metrics that have in their name IS (whose acronym in English means “impression share” or “impression share” in Spanish), shows the proportion of impressions in which your ad was eligible to be in the ad unit that was found above organic results.
If you're using average position to bid for a post on the results page, Google suggests that you use this new set of metrics to achieve those goals.
Have you already found this update on your platform? Tell us how was your experience.
