Google Ads: essential metrics about the position of your ads

Google Ads metrics: impression share

The metrics of Google Ads related impression share are useful to see how it changes the percentage of clicks to change the location of the ads in the results. To properly assess them, you have to keep in mind that higher bids allow you to participate in more competitive auctions, so these indicators could get worse when you raise the budget.

• Percentage of impressions at the top of the search (search top impression rate) : this metric indicates the percentage of impressions from an ad that are displayed at the top (that is, above the search results) with respect to the total times the same has been shown.

Search top impression rate = Impressions on top / Impressions

• Percentage of impressions of the absolute top of the search (search absolute top impression rate) : this metric works the same as the previous one, but what indicates us is the percentage of impressions in which the ad appears in the first absolute position, that is to say , above the organic results and the rest of the ads.

Search absolute top impression rate = Impressions on the absolute top / Impressions

Google Ads metrics: impression share

Although we can think that this metric is the same as the percentage of impressions, there is a fundamental difference. The impression quota compares the impressions that you have actually obtained with those that you could have achieved if your budget or your ranking were better, that is, that it is possible to improve it by increasing bids.

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• Impression quota from the top of the search (search absolute top impression share) : this metric indicates the impressions that you have received at the top (that is, above the search results) in relation to the estimated number of impressions that you could have received in these positions.

Absolute top impression share = Impressions on absolute top / eligible impressions on top

• Impression quota of the top absolute search (search top impression share) : with this metric you will be able to know the impressions that you have received in the first absolute position (that is, above the organic search results and the rest of the ads) in relation to the estimated number of impressions you could have received in this position.

Search top impression share = Impressions on top / eligible impressions on top

To learn how to improve impressions in first positions of your ad, the following is to take a look at the share of lost impressions, which in turn is divided into these four metrics:

• Search lost absolute top impression share – budget share. Calculate how often your ad was not the first one above the organic search results due to a low budget.
• Quota of lost impressions of the absolute top of search – budget (Search lost top impression share – budget). It helps you understand how often your ad has not been shown anywhere above organic search results due to a low budget.
• Search lost absolute top impression share – rank. The frequency with which your ad was not the first ad above the organic search results due to a poor Ad Rank .
• Share of lost impressions of the top absolute search – ranking (Search lost top impression share – rank).  Calculate how often your ad was not shown anywhere above organic search results due to a poor Ad Rank.

In the first two cases, the solution will go through raising the budget, while in the third and fourth we must also pay attention to the optimization of the ad quality level .