Google has made some interesting changes to search ads metric definitions. Before we dive into the changes it’s important to clarify these changes do not affect how the performance metrics are calculated. Based on everything I have read, it should not affect the auctions as well.
As mentioned in the official Google email and then confirmed by Google Ads Liaison, these are definitional changes.
The following definitions were updated by Google:
- Top ads
- Absolute top Ads
- Prominence
- About top and absolute top metrics
- Use segments in your tables
- About target impression share bidding
- Get your ads to show among top ads
Top Ads
These ads are shown above the organic search results. They’re referring to a group of ad placements as top ads, this could include two, three or four ads. Even though they’re called Top ads, they can appear in between organic search results and below the top organic search results. According to Google placement is completely dynamic and changes on user’s search behavior. Google has been testing ad placement between organic search results for a while now, this is not brand new.
Absolute Top Ads
There’s not much new to the Absolute top ads. These are ads that appear in the very first position. It is a part of top ads section.
Prominence
Prominence gauges how visible your ad is on the search results page. Two primary factors play pivotal roles in determining an ad’s prominence: its position on the page and the ad formats used.
Firstly, an ad’s position is crucial. Ads located in higher positions are naturally more visible, making them more likely to catch the attention of potential customers. Typically, an ad garners more clicks as it ascends in position, with those situated at the top or above the top organic search results enjoying the most visibility. However, it’s important to note that the placement of top ads isn’t static; it can vary depending on the specific query made by a user, sometimes appearing below the top organic results.
Secondly, the utilization of ad formats can significantly boost an ad’s prominence. Ad formats, which add extra elements and information to your ads like location, site links, etc, tend to draw more attention, thereby increasing the likelihood of clicks. Essentially, these formats make your ad more appealing and informative, helping it stand out amongst the sea of search results.
It’s important to point out that Google shopping ads are not considered ad formats.
Prominence is measured mainly through the average change in clickthrough rates (CTR) from adding ad formats or moving an ad to a higher position on the search results page. Additionally, the unique value derived from other interactions—like a call made through a click-to-call ad—also contributes to an ad’s prominence.
Top And Absolute Top Metrics
Since prominence is a new metric introduced by Google, the top and absolute top metrics are now part of prominence metrics. Although they don’t have major changes to their definition here’s a summary about these:
- Search Top Impression Rate (Impr. (Top) %): This metric shows the percentage of your ad impressions that appear among the top ads on the SERP.
- Search Absolute Top Impression Rate (Impr. (Abs. Top) %): This metric indicates the percentage of your ad impressions that are displayed as the very first ad among the top ads on the SERP.
Additionally, there are impression share metrics for assessing your ads’ potential for improvement in placement:
- Search Top Impression Share (Search top IS): The share of impressions your ads have received in the top positions versus the estimated number of impressions they were eligible to receive in those positions.
- Search Absolute Top Impression Share (Search abs. top IS): The share of impressions your ads have received in the absolute top position versus the estimated number they were eligible to receive.
These metrics offer insights into the placement of your ads, not their order relative to others. They are vital for understanding changes in click-through rates (CTR) due to ad location changes on SERPs.
Segments In Your Tables
This is one of my favorite breakdowns to look at while managing ad accounts.
For enhancing the analysis and optimization of your Google Ads campaigns, leveraging segments within your tables can be a game-changer. Segments allow you to dissect your data into more specific rows, isolating the details most crucial to your objectives. Depending on the table you’re examining within your Google Ads account, available segments may include time periods, click types, or devices, among others.
Key Points on Using Segments:
- Navigating to Segments: To segment your data, navigate to the desired table in your Google Ads account and select the segment icon to isolate the data you’re interested in.
- Segmentation Types: Segments range from ad destinations (where users land post-click) to click types (which aspect of the ad was clicked), devices, networks, and time periods. This diversity allows for a detailed analysis of campaign performance across various dimensions.
- Understanding Conversion Metrics: Segments like conversion action, conversion category, and conversion source provide insights into the performance of your conversion tracking setup, crucial for measuring campaign success.
- Optimizing with Device and Network Data: Device segments help compare performance across different devices, while network segments allow for an evaluation of your ads across Google search, search partners, and the Display Network.
- Temporal Analysis: Time segments, ranging from the day of the week to the hour of the day, offer a granular look at when your ads perform best, allowing for more targeted ad scheduling.
By effectively using segments, you can gain a deeper understanding of your campaigns’ performance dynamics, uncovering opportunities for optimization and enhanced ROI. Remember, however, that some segments may not be compatible with all metrics, so it’s important to select your segments judiciously to ensure meaningful insights.
I didn’t find any definition changes to Target impression share bidding other than the mention of top ads on the help center page.
As these are just definition changes, they signify refinement rather than revolution in how we understand ad placement. We embrace these changes with the spirit of curiosity and optimization.
