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Water Cooler Chats 002 – New Google Ads Search Metrics

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Did you notice anything different the last time you looked at the competitive metrics in Google Ads? Maybe some new Search Impression Share metrics?

That’s right, last week Google released four new search metrics that are better than average position. One of the mistakes we often make is focusing too much on the average position. Average position doesn’t tell the whole story but is often evaluated as if it does. The position only reports the order of the auction results, not their location.

The new metrics provide a better understanding of where ads are actually showing on the page.

  • Search Abs. Top IS

“The percentage of your Search ad impressions that are shown in the most prominent Search position.”

  • Search Top IS

“The impressions you’ve received in the top location on the search result page divided by the estimated number of impressions you were eligible to receive in the top location.”

  • (Abs. Top) %

“The percent of your impressions that are shown as the very first ad above the organic search results.”

  • (Top) %

“The percent of your impressions that are shown anywhere above the organic search results.”

These new metrics will help us make more informed decisions when it comes to ad copy, bids and budget. We’ve already started talking about reporting on the new metrics instead of average position and are looking forward to using them on a daily basis.