Google Updates Definition Of Top Ads in Search Results

Google Updates Definition Of ‘Top Ads’ In Search Results

Google has revamped its definition of “top” ads in search results, with these ads now able to appear either above or below organic results.

Highlights

Google has revised its description of top ads displayed in search results.
Metrics for both top and absolute top placements assist advertisers in comprehending ad placement effectiveness.
These metrics are valuable tools for advertisers seeking to enhance campaign performance and achieve better outcomes.

In a recent public service announcement on X (formerly Twitter) on 27th March 2024, Ginny Marvin, Google Ads Liaison, clarified:

“This update constitutes a definitional change and does not alter the calculation of performance metrics.”

The revised definition, now documented in a Google Help Center page, reads:

Understanding Top & Absolute Top Metrics

Google’s support page elaborates on top and absolute top metrics, which serve as prominence indicators for advertisers regarding ad placement on the page.

The key metrics are:

Search top impression rate (Impr. (Top) %)
Search absolute top impression rate (Impr. (Abs. Top) %)

These metrics, namely Search top impression share (Search top IS) and Search absolute top impression share (Search abs. top IS), help advertisers gauge the potential for their ads to achieve prominence among top ads or secure the first position among them.

Unlike average position, these metrics directly convey the placement of ads on the SERPs, rather than their relative order.

Why Digiegg Cares

This update carries significance for advertisers and marketers reliant on Google Ads for audience targeting.

Understanding ad placement on search results pages enables advertisers to fine-tune their campaigns and enhance click-through rates (CTR).

By discerning between top and absolute top metrics, advertisers can make informed choices regarding bidding strategies and ad placement objectives.

How this could potentially benefit you

Advertisers can utilize these metrics to adjust their bids, aiming to increase the proportion of ads visible within top placements or secure the topmost position among them.

Through monitoring Search top impression share and Search absolute top impression share, advertisers can pinpoint opportunities to optimize ad placement and drive website traffic.

Furthermore, comprehension of metrics related to lost impression share due to budget constraints or Ad Rank issues facilitates campaign management enhancements.

By optimizing budget allocation and Ad Rank, advertisers bolster their chances of featuring among top ads and enhancing overall campaign performance.

In Conclusion

Google’s redefinition of top ads now encompasses the possibility of their appearance below top organic results for specific queries.

Top and absolute top metrics furnish advertisers with insights into ad placement on search results pages, empowering them to monitor performance effectively.

Advertisers can leverage these metrics to establish bid targets, identify budget constraints, enhance Ad Rank, and conduct competitive analysis, thereby refining their advertising strategies.