Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Inbound Marketer’s Guide to Search Engine Optimization

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Search Engine Optimization
Close
The Inbound Marketer’s Guide to Search Engine Optimization

Free Guide:

The Inbound Marketer’s Guide to Search Engine Optimization
Read the Guide
The Inbound Marketer’s Guide to Search Engine Optimization
Free Search Engine Optimization Guide
View The Inbound Marketer’s Guide to Search Engine Optimization
The Inbound Marketer’s Guide to Search Engine Optimization

Free Guide:

Generate more traffic, leads, and sales with search engine optimization

In this free guide, you will learn:

  • What search engines are and who uses them.
  • What search engine optimization is and how it works.
  • Best practices for search engine optimization.

Google is Rolling Out New Metrics For More Clarity Into Ad Position

By Kate Fodera

Kate Fodera also recommends this free guide, The Inbound Marketer’s Guide to Search Engine Optimization.

Google is Rolling Out New Metrics For More Clarity Into Ad Position Blog Feature

If you’re not measuring, are you even marketing?

Just yesterday, Google announced its going to make our lives as marketers and strategists much easier in this department by rolling out four new metrics to better explain where ads appear in Google search results.

[cue fist pump]

Free Guide: The Inbound Marketer’s Guide to Search Engine Optimization

Before this update, it  offered marketers insight into just the ads average position; however, even the tech giant itself  noted that there has been some confusion around what that metric actually meant. In the latest announcement, Google provided the following:

Contrary to common perception, average position is not meant to describe where the ad appears on the page. Average position reflects the order that your ad appears versus the other ads in the ad auction.

As a result, an ad position of "1" means that your ad shows ahead of all other ads, but it doesn't mean the ad was at the very top of the page. Sometimes no ads are displayed above the organic search results so the ad with a position of “1” appears at the bottom of the page.”

Confusing, right?
Yeah, I think so too.

So, let’s talk about these new updates and put the days of simply average position behind us, shall we?

Google’s New Search Ad Position Metrics

Google announced the following metrics would now be shared:

Impr. (Absolute Top) % - the percent of your ad impressions t shown as the very first ad above the organic search results.

Impr. (Top) % - the percent of your ad impressions  shown anywhere above the organic search results.

Search (Absolute Top) IS - the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.

Search (Top) IS - the impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.

These new metrics can be found directly in your Ads dashboard: 

Why These New Metrics Matter to Marketers

Simple -- they make us smarter.

Okay, so I guess there’s a little more explaining to do there but these new metrics help us in three major ways.

These metrics give us more insight into how our ads are performing and arm us with the right information we need to discuss these ad positions with our boss. Plus, this will help us better understand the impact the ads are having on our current metrics.

If you’re currently running a Google AdWords campaign, you might not know exactly where your ad is being placed (cough cough -- that sneaky average position metric -- cough cough) but with these new metrics, that guesswork has (mostly) been taken out of the equation.Before, you may not have been able to tell your boss how often your ad had taken the Absolute Top position or how often your ad has shown up below organic search results.

You have just been able to say, “our average ad position is 4” which doesn’t mean much.

These new metrics arm us with the information we need to better describe our current performance, how and where it’s showing up, and that will also shed light on perhaps why your other metrics are performing how they are.

Think about it this way -- If your ad is currently being displayed below organic search or even on page 2 or 3 BUT you thought it was being displayed above organic results, this may explain a lack of clicks or page views of your landing page.
There’s a big difference between Search (Top) IS and Search (Absolute Top) IS.

Having more clarity into what your ads average position actually means allows you to understand what’s happening, why there may be a lack of views, and lack of action being taken.

You can become smarter when it comes to your ads and creating the right data benchmarks based on where the ad is being displayed.

Get Excited


From where I sit, there really isn’t a downside to Google rolling out these new metrics to us.

This clarity and insight really gives us more information on how our ads are performing and to arm us with the information we need to have the right conversations with others around performance.

Are you as excited as I am?

The Inbound Marketer’s Guide to Search Engine Optimization
The Inbound Marketer’s Guide to Search Engine Optimization

Free Guide:

The Inbound Marketer’s Guide to Search Engine Optimization

Generate more traffic, leads, and sales with search engine optimization

In this free guide, you will learn:

  • What search engines are and who uses them.
  • What search engine optimization is and how it works.
  • Best practices for search engine optimization.

Topics:

Search Engine Optimization
Published on November 8, 2018

Recent Articles

9 SEO Best Practices for Stronger Organic Traffic in 2022
November 18, 2021 • 12 min read
Google Shares New Tools to Audit Website User Experience
August 12, 2021 • 3 min read
Google: Website Content Quality More Important Than Quantity
August 10, 2021 • 3 min read
How Long-Tail Keyword Research Can Drive Business
August 9, 2021 • 6 min read
ICYMI: Digital Marketing News Update for July 26, 2021
July 26, 2021 • 6 min read
How to Optimize Videos On Your Business Website for Search
July 23, 2021 • 4 min read
ICYMI: Digital Marketing News Update for July 19, 2021
July 19, 2021 • 6 min read
Google: 'Here's how to prepare for the future private web'
July 16, 2021 • 4 min read
What the Heck is Going on With All the Google Updates? (Content Lab, Ep. 54)
July 15, 2021 • 1 min read
ICYMI: Digital marketing news update for July 12, 2021
July 12, 2021 • 5 min read
Too many internal links in content can confuse Google about site structure
July 9, 2021 • 5 min read
ICYMI: Digital marketing news update for July 6, 2021
July 6, 2021 • 5 min read
Google July 2021 core update rolling out over next 2 weeks
July 2, 2021 • 4 min read
ICYMI: Digital marketing news update for June 28, 2021
June 28, 2021 • 6 min read
Inbound marketing help: My traffic and leads are down — what am I doing wrong?
June 28, 2021 • 5 min read
ICYMI: Digital marketing news update for June 21, 2021
June 21, 2021 • 5 min read
Finally, Google page experience core update is rolling out
June 18, 2021 • 3 min read
ICYMI: Digital marketing news update for June 14, 2021
June 14, 2021 • 6 min read
What is a Featured Snippet? [Definition + Examples]
June 10, 2021 • 4 min read
ICYMI: Digital marketing news update for June 7, 2021
June 7, 2021 • 6 min read
Google June 2021 core update live, July core update coming
June 4, 2021 • 3 min read
ICYMI: Digital marketing news update for May 24, 2021
May 24, 2021 • 6 min read
Google's June page experience core update will be mobile first, then desktop
May 21, 2021 • 3 min read
ICYMI: Digital marketing news update for May 17, 2021
May 17, 2021 • 5 min read
ICYMI: Digital marketing news update for May 10, 2021
May 10, 2021 • 6 min read