{"id":1535310,"date":"2024-04-09T09:20:30","date_gmt":"2024-04-09T13:20:30","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1535310"},"modified":"2024-04-12T06:19:52","modified_gmt":"2024-04-12T10:19:52","slug":"google-ad-updates-reflect-new-serps","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/google-ad-updates-reflect-new-serps","title":{"rendered":"Google Ad Updates Reflect New SERPs"},"content":{"rendered":"<p>Earlier this month, Google <a href=\"https:\/\/support.google.com\/google-ads\/answer\/14660113\">changed<\/a> its definitions of &#8220;top ads&#8221; and associated metrics. The purpose is to clarify the meaning and dynamic nature of paid and organic listings on search result pages. The changes will not likely impact ad performance.<\/p>\n<h3>Top vs. Adjacent<\/h3>\n<p>Before the change, a top ad appeared above organic listings on search results, such as the example below.<\/p>\n<div id=\"attachment_1535334\" style=\"width: 510px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/04\/Top-Ads.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1535334\" class=\"wp-image-1535334 size-full\" title=\"Screenshot of top four ads in search results\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/04\/Top-Ads.jpg\" alt=\"Screenshot of top four ads in search results\" width=\"500\" height=\"586\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/04\/Top-Ads.jpg 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/04\/Top-Ads-256x300.jpg 256w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/a><p id=\"caption-attachment-1535334\" class=\"wp-caption-text\">A top ad appears above organic listings on search results.<\/p><\/div>\n<p>Other ads show <em>below<\/em> the organic listings \u2014 with continuous scrolling there is no bottom of the page. For example, this Comcast ad appears below organic results.<\/p>\n<div id=\"attachment_1535335\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1535335\" class=\"wp-image-1535335 size-large\" title=\"Screenshot of Comcast ad below search results.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/04\/Below-Top-Organic-570x372.png\" alt=\"Screenshot of Comcast ad below search results.\" width=\"570\" height=\"372\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/04\/Below-Top-Organic-570x372.png 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/04\/Below-Top-Organic-300x196.png 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/04\/Below-Top-Organic.png 619w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-1535335\" class=\"wp-caption-text\">Ads can also show below search results, such as this Comcast example.<\/p><\/div>\n<p>Nonetheless, Google now classifies the Comcast listing as a top ad because it&#8217;s <em>adjacent<\/em> to the top organic listings. Hence a top ad could be in the 15th overall position \u2014 below the top four ads and 10 organic listings.<\/p>\n<p>Moreover, Google now calls ads in the first position above or below organic listings &#8220;absolute top ads.&#8221; The term does not mean the ads will always appear there because Google inserts them dynamically.<\/p>\n<p>Another new term in Google&#8217;s announcement is &#8220;prominence,&#8221; an estimation of an ad&#8217;s visibility on a search results page. An ad&#8217;s position and format determine its prominence. The higher the position, the greater the prominence and, likely, clicks. Similarly, ads with formats (formerly &#8220;<a href=\"https:\/\/www.practicalecommerce.com\/google-microsoft-update-ad-extensions-lead-tracking-more\">extensions<\/a>&#8220;) likely receive comparatively more clicks.<\/p>\n<p>Example formats include:<\/p>\n<ul>\n<li>Sitelinks,<\/li>\n<li>Callouts,<\/li>\n<li>Structured snippets,<\/li>\n<li>Images.<\/li>\n<\/ul>\n<p>The Google Ads interface includes no metric for prominence. It&#8217;s unclear if Google will create one or otherwise apply a similar metric, such as &#8220;Search absolute top impression share.&#8221;<\/p>\n<h3>Account Management<\/h3>\n<p>I see no material differences with daily management. The meaning of &#8220;top ads&#8221; and &#8220;absolute top ads&#8221; is changing, as are impression share metrics. For example, Google defines &#8220;Search top impression share&#8221; as &#8220;the impressions you&#8217;ve received among top ads divided by the estimated number of impressions you were eligible to receive among top ads.&#8221;<\/p>\n<p>A Search top impression share of 80% once meant 80% of ads showed above the organic listings. It now means that 80% of ads show above or below the <em>top<\/em> organic listings.<\/p>\n<p>The changes require reassessing the <a href=\"https:\/\/www.practicalecommerce.com\/value-based-bidding-drives-google-ads-success\">bid strategy<\/a> of optimizing target impression share. Advertisers can set a percent impression share to target:<\/p>\n<ul>\n<li>Anywhere on the results page,<\/li>\n<li>Top of results,<\/li>\n<li>Absolute top of results,<\/li>\n<\/ul>\n<p>For example, advertisers can target 75% of the impression share of top ads, those above or below the top organic listings.<\/p>\n<h3>Fundamentals Unchanged<\/h3>\n<p>Google will likely continue retiring position-based metrics or altering their calculation. &#8220;Average position,&#8221; for example, used to be a key metric \u2014 ads above the fold typically received higher click-thru rates. But average position became less critical as right-side ads disappeared and search results contained more images, Shopping ads, and Google&#8217;s knowledge graph. The average position metric <a href=\"https:\/\/www.practicalecommerce.com\/say-goodbye-to-average-position-metric-in-google-ads\">was retired<\/a> because it was no longer useful for advertisers.<\/p>\n<p>Prominence is now more important than position. While the first ad in search results remains desirable, all ads can utilize the same assets. Format-wise, there is no benefit to being first or even below the top organic listings.<\/p>\n<p>To be sure, the higher the ad position, the quicker users will see it. Top and absolute top ads are important, but the specific position isn&#8217;t. The <a href=\"https:\/\/www.practicalecommerce.com\/google-ads-tactics-for-2024\">fundamentals of paid search<\/a> still apply: Ads should contain targeted keywords and answer queries. Responding to searchers&#8217; needs is and will always be the key.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>An ad&#8217;s postion on the search results page is less important than its prominence, per Google.<\/p>\n","protected":false},"author":390,"featured_media":1535339,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58297],"tags":[],"class_list":["post-1535310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google Ad Updates Reflect New SERPs - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"An ad&#039;s postion on the search results page is less important than its prominence, per Google.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.practicalecommerce.com\/google-ad-updates-reflect-new-serps\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Ad Updates Reflect New SERPs\" \/>\n<meta property=\"og:description\" content=\"An ad&#039;s postion on the search results page is less important than its prominence, per Google.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.practicalecommerce.com\/google-ad-updates-reflect-new-serps\" \/>\n<meta property=\"og:site_name\" content=\"Practical Ecommerce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/practicalecommerce\" \/>\n<meta property=\"article:published_time\" content=\"2024-04-09T13:20:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-12T10:19:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/04\/Google-Ad-Updates-Reflect-New-SERPs.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"360\" \/>\n\t<meta property=\"og:image:height\" content=\"240\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Matthew Umbro\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@matt_umbro\" \/>\n<meta name=\"twitter:site\" content=\"@practicalecomm\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Matthew Umbro\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.practicalecommerce.com\/google-ad-updates-reflect-new-serps#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/google-ad-updates-reflect-new-serps\"},\"author\":{\"name\":\"Matthew Umbro\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/b43182ca7e31d2a9ef0f6bfc8b9c89bd\"},\"headline\":\"Google Ad Updates Reflect New SERPs\",\"datePublished\":\"2024-04-09T13:20:30+00:00\",\"dateModified\":\"2024-04-12T10:19:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/google-ad-updates-reflect-new-serps\"},\"wordCount\":583,\"publisher\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/google-ad-updates-reflect-new-serps#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/04\/Google-Ad-Updates-Reflect-New-SERPs.jpg\",\"articleSection\":[\"Google Ads\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2024\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.practicalecommerce.com\/google-ad-updates-reflect-new-serps\",\"url\":\"https:\/\/www.practicalecommerce.com\/google-ad-updates-reflect-new-serps\",\"name\":\"Google Ad Updates Reflect New SERPs - 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