Thread by @kasimaslam

The location of your ads matter (obviously). Here’s how you can measure and optimize your ad location in Google Ads.

#thread 🧵

Search top impression rate = Impr. (Top) % = the % of your ad impressions shown anywhere above the organic search results

Search absolute top impression rate = Impr. (Abs. Top) % = the % of your ad impressions shown as the very first ad above the organic search results

NOTE: Don’t get either of these metrics confused with "average position" which compares your ads to the order of other ads.

Top and absolute top metrics give you a potential lead indicator when diagnosing the health of your campaign as well as any changes you may be seeing in CTR or even lead quality.

We have found these prominence metrics to be especially important with offerings that have an urgent nature to them (emergency plumbing) or are exceptionally competitive in the “speed to lead” category (real estate investing).

Once you’ve identified an issue with impression share, Google gives you additional data points to optimize against:

Search lost absolute top impression share (budget) = how often your ad wasn’t the very first ad due to a low budget.

Search lost top impression share (budget) = how often your ad didn't show anywhere above the organic search results due to a low budget.

Search lost absolute top impression share (rank) = how often your ad wasn’t the very first ad due to poor Ad Rank.

Search lost top impression share (rank) = how often your ad didn't show anywhere above the organic search results due to poor Ad Rank.

Increasing your budget or improving your ad rank (or both) gives you the opportunity to capture more impression share. These metrics begin to give you a sense of what opportunities are available there and what the balance of risks may be in attempting to optimize them.

Which prominence metric do you find most valuable for optimizing your ad location? 

#ppcchat #digitalmarketing #googleads #gads