Four Brand New Metrics For Google Ads!
Google Adwords is now introducing four new metrics which are going to be rolled out in the next few weeks. These metrics provide more information about the rankings of your ads, as Google have stated the average position might not give the user enough information to the user for them to make a decision on specific bids and budget.
Google states that average position is not meant to describe where the ad appears on the page. Average position only reflects the order that your ad appears versus the other ads in the ad auction. This means that just because your average position is ‘1’ it doesn’t mean your ad is at the top of page one, because sometimes the organic search results appear above the paid ads. Therefore your ad might be towards the bottom of the page even though its average position is 1. Thus the four metrics below are being introduced:
- Impr. (Absolute Top) % – the percentage of your ad impressions that are shown as the very first ad on the first page above all the organic search results.
- Impr. (Top) % – the percentage 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. Therefore this is showing how many more impressions you could receive if you increase your budget.
- 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. This stat is also focused on showing you what your campaign could achieve with increased bids and budget.
The first two stats give us a more accurate idea of the location of ads on a page. The last two stats provide us with useful information about our bids and budgets. I believe these metrics won’t necessarily be a game changer, as average position gave us a good indication of the location of our ads but will provide with some more detailed information which may come in useful when thinking about bids and overall budget.
