Four New Metrics to Help You Analyze Google Ad Performance
Google Ads’ average position is the go-to metric for advertisers looking to optimize their performance on paid and organic search. Average position tells advertisers where their Google search ad shows up on a search engine results page (SERP). It provides the approximate number of spaces down on a SERP where your ad – on average – shows up. It essentially shows the placement in the stack of Google ads, as they appear on a SERP, your ad shows up.
Average position can be somewhat misleading. Although it displays the order in which ads stack on a SERP, it doesn’t tell you anything about your ad’s actual location. An average position of 3.5 may lead you to believe your ad is performing well. But the ads with that position often display at the bottom of SERPs and experience poor engagement.
To eliminate this confusion, Google launched its newest four metrics to help people determine where their ads actually are on the page. It is time to say goodbye to average position, and embrace more helpful metrics that accurately reflect your paid search performance.
The New Google Paid Search Metrics
Before discussing Google’s new metrics, we must first clarify the two places that advertisers aim to be on the results page. An average position of 1 on a SERP – unsurprisingly – denotes that your ad is displaying at the very top of a page. This is obviously the ideal average position for an advertiser. An average position of 2 is still a fantastic position. It means your paid search ad is displaying above Google’s organic results.
1). Impr. (Abs.Top) %
This new metric reflects the frequency with which your ad appears above Google’s organic search results. It takes all impressions garnered while your ad was in position above organic results, and divides it by total impressions.
2). Impr. (Top) %
This metric tells you the percentage of total impressions that were garnered when your ad displayed at position 1. It takes position 1 impressions and divides them by total impressions.
3). Search (Abs. Top) IS
This metric helps you identify opportunities to display as the first visible result. You can calculate this number taking your Abs. Top % and dividing it by all possible top impressions. This can help you determine if it is possible for you to reach the top of the page. Although average position might tell you your position and inform you that a higher position is available, it is Search (Abs. Top) IS that can tell you if the better position is at the bottom of the page to eliminate hurting your company’s visibility.
4). Search (Top) IS
The last new metric lets you know how you are doing across all eligible auctions. You can find this calculation by taking your impressions on top of the search results and dividing it by all possible impressions on top.
Say “Good Bye” to Your Google Ad’s Average Position
By informing you of your advertisement’s location and giving you useful statistics around SEM visibility, these metrics provide an unprecedented level of clarity. In order to put these metrics to good use, we suggested adding Impr. (Top)% and Impr. (Abs. Top) % to all future reports alongside average position. As for the future of Google metrics, we are happy to hear that there will be a new Target Impression Share bid strategy launching. This tool will allow advertisers to target the top or absolute top of the page, which is music to many companies’ ears.
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