![\"Ad](\"https:\/\/www.ppcexpo.com\/blog\/wp-content\/uploads\/2018\/09\/avg-position.png\")
<\/div>\nAd Position formula takes gives your ad a score based on your bid, the quality of your ads and landing page, the Ad Rank thresholds, the context of the person’s search, and the expected impact of extensions (promotion extensions) and other ad formats and then calculated the ad position for your advertisement.<\/p>\n
They\u2019ve judged performance on this metric, based key decisions on it, and allowed their campaigns to be guided by it.<\/p>\n
But here\u2019s the truth:<\/p>\n
They\u2019ve all been duped. The Google Ads ad position<\/a> metric isn\u2019t that important. At best, it\u2019s misleading, and at worst, it\u2019s an illusion that may cause you to make some poor decisions in your advertising campaign<\/a>.<\/p>\n In this article, we\u2019ll reveal the reality of this metric, and let you know the best way to accurately gauge the true performance of your ads<\/a>.<\/p>\n The order in which your Google Ads<\/a> appear on a page in relation to other ads. For example, an ad position of “1” means that your ad has the highest position on the page relative to other ads of the same type. It doesn’t necessarily mean that your ad is above the search results. If there are no ads above the search results, then it means that your ad is the first ad shown beneath search results.<\/p>\n Your Ad Rank<\/a> is recalculated each time your ad is eligible to appear, so your ad position can fluctuate each time depending on the context of the person’s search and the competition among other advertisers at the precise moment of the person’s search.<\/p>\n Everyone wants a higher Google Ads position<\/a> because it\u2019s more likely to yield a higher Google Ads CTR. However, the quest for the number one spot on every keyword can be a costly venture.<\/p>\n This is because most people don\u2019t realize something about Ad Position. The following metrics are useful in understanding the ad position in Google Ads.<\/p>\n On the Search Network, if you want to understand the location of your ads on the search engine result pages (SERPs), you can use the top and absolute top impression rate metrics \u201cImpr. (Abs.Top) %\u201d and \u201cImpr. (Top) %.”<\/p>\n If you want to bid on page location, you can use the top and absolute top impression share<\/a> metrics \u201cSearch abs. top IS\u201d and \u201cSearch top IS\u201d. To do this, you can use the Target Impression Share bid strategy with the option to target the top or absolute top of the page.<\/p>\n Top impression rate = Top impressions \/ Total impressions<\/p>\n Absolute top impression rate = Absolute top impressions \/ Total impressions<\/p>\n Top impression share = Top impressions \/ Eligible top impressions<\/p>\n Absolute top impression share = Absolute top impressions \/ Eligible absolute top impressions<\/p>\n Ad position is heavily influenced by impression share. So, if your keywords are generating a 100% impression share, then the ad position will be a great barometer to measure performance on. But realistically, your impression share won\u2019t be 100%. It might not even be close to that, and that is where a lot of marketers are misled by the Google Ads ad position metric.<\/p>\n Here\u2019s a simplified example of how Ad Rank works. It doesn\u2019t account for all of the factors discussed above, but instead aims to give you a high-level overview of algorithms:<\/p>\n Assume five advertisers are competing for a maximum of four ad positions above search results on the Google search results page. The respective Ad Rank of each of the advertisers is, say, 80, 50, 30, 10, and 5.<\/p>\n If the minimum Ad Rank necessary to show above the search results is, say, 40, only the first two advertisers (with Ad Ranks of 80 and 50) exceed the minimum and show above the search results.<\/p>\n If the minimum Ad Rank necessary to show below the search results is 8, then two of the three remaining advertisers (with Ad Ranks of 30 and 10) will show beneath the search results. The advertiser with an Ad Rank of 5 didn\u2019t meet the minimum Ad Rank and so won\u2019t show at all.<\/p>\n It\u2019s important to know how your ads are performing<\/a>. Normally, if they are appearing in the top three positions, then it\u2019s a good sign. However, rather than judging that by the Google Ads ad position metric, here are a couple of other methods you can use to keep a close eye on ad performance.<\/p>\n With a higher position, your ads will get more clicks because more viewers will see them. Your CTR can be 10x or 15x higher when your ads appear in the top spots, or in the banner positions. That\u2019s a traffic boost of up to high numbers. By tracking the CTR on your ads and relating them to the ad position metric, you can see if the clicks are aligned with your expectations.<\/p>\n This segment in Google Ads displays performance data for your ads based on the position in search engine results. Using this allows you to view two distinct data sets:<\/p>\n You are able to view this breakdown at all levels, from campaign and ad group<\/a> to the keyword level. This makes it easy to compare the time your ad spent in the top position against all other positions. Ultimately, this is the best way to gauge the true performance of your keywords, and it effectively fills in the gaps that the Google Ads ad position metric leaves.<\/p>\n Whenever someone does a search that triggers an ad that competes in an auction, Google calculates an Ad Rank. This calculation incorporates your bid and auction-time measurements of expected CTR, ad relevance, and landing page experience<\/a>, among other factors. To determine the auction-time quality components, we look at a number of different factors. By improving the following factors you can help improve the quality components of your Ad Rank:<\/p>\n Ad position always tells you how reliable and effective ads are going, quality ads always lead to lower cost, better ad position, and more advertising success.<\/p>\n","protected":false},"excerpt":{"rendered":"What is Google Ads Position?<\/h2>\n
![\"ppc-signal-optimization-tool\"](\"https:\/\/ppcexpo.com\/blog\/wp-content\/uploads\/2021\/12\/ppc-signal-ad-3.png\")
<\/a><\/div>\nHow reliable is the Google Ads Position Formula?<\/h2>\n
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The success of Ad Position is When it Gets Impressions:<\/h3>\n
Consider this example:<\/h4>\n
The Two Metrics that Really Matter in PPC Advertising<\/h2>\n
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Click-Through Rate (CTR)<\/h4>\n<\/li>\n<\/ul>\n
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Top Vs. Other<\/h4>\n<\/li>\n<\/ul>\n
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Better Ads always lead to better ad position and Ad rank:<\/h2>\n
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Wrap Up:<\/h4>\n