We understand it’s valuable to know how prominently your ads show on the search results page. So, in November, we rolled out 'Search absolute top impression rate "Impr. (Abs.Top) %"' and 'Search top impression rate "Impr. (Top) %"', which describe what percentage of your ads appear at the top of the page and absolute top of the page. These new metrics give you a much clearer view of your prominence on the page than average position does.
To complement these metrics, we also rolled out 'Search absolute top impression share "Search abs. top IS"' and 'Search top impression share "Search top IS"'. If you want to optimise for position, these are the best metrics to use. And you can use the Target Impression Share Smart Bidding strategy if your goal is to get your ads to a prominent location in the search results.
|'Top and absolute top-impression share metrics have given my clients a clearer idea of where their ads show on the search results page. By focusing on these new metrics, we’re able to bid more effectively to achieve the very first ad position when desired.'
– Kelsey Hadaller, Senior Account Manager, Hanapin Marketing
With the availability of these new metrics to understand the prominence of ads, we plan to sunset average position in September of this year. If you currently use average position, we recommend that you start using these new metrics when measuring and optimising for ad prominence.
Posted by Pallavi Naresh, Product Manager, Google Ads