Google updates definition of “top ads” in search results

Google has changed the way it defines top ads in search results.

In a public service announcement from X (formerly Twitter), Ginny Marvin, head of Google Ads, said:

“We've updated our definition of top ads to better reflect how ads appear on Google Search today.”

Note: We've updated the definition of top ads to better reflect how ads are displayed on Google Search today. This is a definitional change (because for certain queries, ads can appear above or below organic search results) and does not affect performance metrics.

— AdsLiaison (@adsliaison) March 27, 2024

This update is a definitional change and does not affect how performance metrics are calculated.

Here's the updated definition reflected on the Google Help Center page:

“Top ads are adjacent to the top organic search results. Typically, top ads appear above the top organic search results, but for certain queries they may appear below the top organic search results.” “Top ad placements are dynamic and can change based on user searches.”

Understand top metrics and absolute top metrics

Google's support page provides detailed information about top metrics and absolute top metrics. These metrics are a prominent set of indicators that advertisers use to understand the placement of their ads on a page.

The two key metrics are:

Search top impression rate – “Impr. (Top) %” Search absolute top impression rate “Impr. (Absolute top) %”

Search Top Impression Share (Search Top IS) and Search Absolute Top Impression Share (Search Absolute Top IS) allow advertisers to better trigger an ad among the top ads, or trigger an ad at #1 among the top ads. It will help you understand the opportunities.

Unlike average position, these metrics do not reflect an ad's ordering relative to other ads, but instead reflect an ad's actual placement on the SERP.

Why SEJ is paying attention

This update is essential for advertisers and marketers who rely on Google Ads to reach their target audiences.

Understanding ad placement on search results pages helps advertisers optimize their campaigns and increase click-through rates (CTR).

Knowing the difference between top metrics and absolute top metrics can help advertisers make informed decisions about their bidding strategies and advertising goals.

How this helps

Advertisers can use these metrics to set bids and increase the percentage of ads that appear somewhere among the top ads or in the first position among the top ads. can.

By monitoring Top Search Impression Share and Absolute Top Search Impression Share, you can identify opportunities to improve ad placement and drive traffic to your website.

Additionally, understanding metrics related to impression share loss due to budget and ad rank can help you identify improvements in campaign management.

Optimizing your budget and ad rank increases your chances of appearing in top ads and improves overall campaign performance.

In summary

Google's definition of a top ad includes the possibility of your ad appearing below the top organic search results for a given query.

Top and Absolute Top metrics provide insight into the placement of ads on search results pages and help advertisers monitor performance.

Advertisers can use these metrics to set bid targets, identify budget limits, improve ad rank, and perform competitive analysis to improve advertising strategies.

Featured Image: Alex Photo Stock/Shutterstock

Sources 1/ https://Google.com/ 2/ https://www.searchenginejournal.com/google-updates-definition-of-top-ads-in-search-results/512530/ The mention sources can contact us to remove/changing this article

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