Metrics are a big part of business in virtually all areas, and that includes digital marketing. As the world of web-based marketing has evolved and search engine capabilities have progressed, so have metrics. This leaves marketers with plenty of metrics to monitor in determining the effectiveness of their campaigns, and now Google is announcing four more.
The position in which an ad appears on Google can be very important and, historically, there have been some missing links between positioning and performance. As marketers now know, the first position doesn’t necessarily mean a spot at the top of the page, leading to confusing outcomes in ad placement. With these new metrics, however, it’s possible to gain deeper insight into how ad positioning can make a difference.
Enhancing Your Approach to Metrics
If ad positioning is important to your business, it is vital to add these four metrics to your analysis:
- Impressions (Absolute Top)
- Impressions (Top)
- Search (Absolute Top)
- Search (Top)
This doesn’t mean very much on the surface, but a little additional knowledge can help you evolve the ways in which you interpret and prioritize ad placement — and what you can do to see positive results.
Impressions (Absolute Top)
This metric is intended to shed light on how your ads are placing on the whole, tracking the percent of impressions obtained by the first ad above the organic results — the place that most laypeople believe is the first spot. This space is intended to get the most views and consequently the most impressions, so understanding the true effectiveness of the best-positioned ads can help you examine your strategies without the bias of poor positioning.
Similar to the percent of impressions received by ads at the absolute top, this metric looks at which ads are simply above the fold on a search engine results page, either below the absolute top or mixed into the results. In general, these ads are less effective than those in the best position, so seeing how this type of ad performs, particularly against those at the absolute top, can make it easier to break down what drives the success of a campaign — are your ads getting hits because they’re effective, or simply because they’re visible?
Search (Absolute Top)
Similar to impressions (absolute top), search (absolute top) refers to the physical number of impressions received by ads in the top spot. In theory, this category should be higher than all other ads due to placement, but if it’s not, something may be wrong with your campaign. Understanding this metric can also provide context in weighing the advantages of different ads; options that don’t gain traction, even at the absolute top, are likely low performers you should consider reworking.
This metric tracks impressions for ads above the fold but not necessarily at the absolute top. Like impressions (top), identifying how ads perform in particular locations can add direction to your campaigns; if ads aren’t getting many impressions, even with a better position, you can use this information to switch up your strategy.
Putting It All Together
Ad placement matters deeply in the success of ad campaigns and these new metrics can improve your understanding of this phenomenon. If, for example, your ads are only performing well at the absolute top, it’s possible that position is the only thing working in your favor. With this added insight, digital marketers can fine-tune strategies and improve content to see greater outcomes.
Do you want to win at your digital marketing campaigns, regardless of ad placement? Contact RivalMind today to get started on marketing campaigns customized for your business.