Until recently, advertisers running Google Search ads could rely on the average position metric to understand how their ad ranked against those of their competitors among paid search results. Google recently announced the end of average position, which they have replaced with 4 new metrics that provide advertisers with more comprehensive data on their Search Ad performance.
Introducing new metrics
The 'average position' metric came with the limitation of not delivering certain information, like when the ad showed above organic search results. With a maximum of four paid ads appearing above organic results for any Google search, this is prime real estate that any advertiser wants to gain access to!
Knowing where your search ads are appearing, and working to optimize their position is crucial. In fact, an average of 41 percent of all clicks go to the top three ads on the search results page. Coming in at the absolute top position counts, too - ads there get around 50% more traffic.
The Google metrics that have been introduced over the last few months communicate more nuanced information so advertisers have a more complete picture of their ad positioning. If you’re running a cross-channel campaign and are trying to reach people you’ve already targeted with social ads, it will be essential for you to close the deal with high-intent searchers. Ranking in the top paid results will help you do just that.
Here are the 4 new metrics, and how they can help you understand and improve your ad performance by making better-informed bidding decisions.
Search top impression rate
This is the percentage of your ad impressions that are shown anywhere above the organic search results.
Search absolute top impression rate
This refers to the percentage of your ad impressions that are shown as the first ad above the organic search results. This metric and the 'search top impression rate' are useful in understanding changes in click-through-rate, and whether any change is caused by your ads’ position on the search results page.
Search top impression share
This refers to 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.
Search absolute top impression share
This is the impressions you’ve received in the absolute top location above the organic search results, compared to the estimated number of impressions you were eligible to receive in the top location. This metric and the 'search top impression share' are more actionable: you can leverage them as a target to set your bids, and work to increase the percentage of your ads that appear in the top or absolute top positions.
Google & MakeMeReach
MakeMeReach has been a Google Premier Partner since October 2018. While we have long been experts in social ads, we are firm believers that online advertising today needs to be cross-channel to fit with the way people behave online. The customer journey is simply not as linear today as it once was. It’s 3-dimensional, zig-zagging from one network to another, and involving cross-network retargeting, complementary messages, and a succession of touch points.
To help our clients get a clear and unified picture of their online advertising activity, we now have Google reporting available on MakeMeReach, with the full suite of Google ad products to follow.
Want to learn more about uniting search and social in your online ads strategy? Download our guide to United Online Advertising!
- The value of social ads and search ads in isolation
- Each of the major networks and their specific strengths: Facebook, Instagram, Google, Snapchat and Twitter
- Some key reasons why social and search advertising are stronger together
- An example of how the modern consumer moves seamlessly between online channels, on their journey towards making a purchase
- 4 practical tips to uniting your online advertising activity.
About Kat Peake Kat is the Content Marketing Manager here at MakeMeReach. She keeps her finger on the pulse to bring our readers the latest news about our platform's solutions and online ad tech.All posts by Kat Peake
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