Google has changed the way it defines top ads in search results.
In a public service announcement on X (formerly Twitter), Google Ads Liaison Ginny Marvin stated:
“To better reflect how ads may appear on Google Search today, we’ve updated the definition of top ads.”
About: To better reflect how ads may appear on Google Search today, we’ve updated the definition of top ads.
Note that this is a definition change (as ads can appear above or below the organic result for certain queries) and does not affect how the performance metrics are…
— AdsLiaison (@adsliaison) March 27, 2024
This update is a definition change and does not affect how performance metrics are calculated.
The updated definition, reflected in a Google Help Center pagenow says:
“Top ads are next to the top organic search results. Top ads are generally above the top organic results, although they may appear below the top organic results for certain queries. The placement of top ads is dynamic and may change based on user search.”
Understand superior and absolute metrics
Google support page provides more information about top and absolute metrics, which are a set of prominence metrics that give advertisers an idea of where their ads are on the page.
The two key metrics are:
Top search impression percentage: “Print (Top) %” Absolute top impression percentage for search “Print (Top Abs) %”
Top of Search Impression Share (Top of Search Impression Share) and Top of Search Impression Share (with IS Top Search) help advertisers to understand the opportunity for your ads to improve activation among top ads or in the first position among top ads.
Unlike average position, these metrics do not reflect the order of ads compared to other ads, but rather the actual placement of ads in the SERPs.
Why SEJ cares
This update is essential for 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 (CTRs).
By knowing the difference between the most important and the least important metrics, advertisers can make informed decisions about their bidding strategies and ad placement goals.
How this can help you
As an advertiser, you can use these metrics to set your bids to increase the percentage of your ads that are shown anywhere in your top ads or in the first position among your top ads.
By monitoring your Top of Search impression share and Absolute Top of Search impression share, you can identify opportunities to improve your ad placement and drive more traffic to your website.
Additionally, understanding metrics related to impression share lost due to budget or ad rank can help you identify areas for improvement in your campaign management.
Optimizing your ad’s budget and ranking can increase your chances of appearing among the top ads and improve your overall campaign performance.
To sum up
Google’s definition of top ads now includes the ability for ads to appear below the top organic results for specific queries.
Primary and absolute metrics provide information about the placement of ads on the search results page, and help advertisers monitor performance.
Advertisers can use these metrics to set bid goals, identify budget constraints, improve ad ranking, and perform competitive analysis to refine their advertising strategies.
Featured Image: Alex Photo Stock/Shutterstock
