Google Top Impression Share Bid Strategy

Top Impression Share and absolute top metrics are a set of prominence metrics. These metrics, provide you an idea of your ads’ location on the SERP. Search the absolute top impression rate “Impr. (Abs. Top) %” and Search top impression share rate “Impr. (Top) %” gives you the position or location of your ads on the Search engine result pages (SERPs).

Note: Impression share for Hotel campaigns is calculated on where your ad appears in the Hotel ads booking module.

Search absolute top impression share (Search abs. top IS) and Search top impression share (Search top IS) gives an understanding of whether there are any possibilities for your ads to reach the top position, anywhere above the organic results which come through keyword searches. And absolute top of the very first ad above the organic search results appears when you search a keyword on the Search engine result pages (SERPs).

Unlike average position, these metrics don’t reflect the order of the ads you run compared to other ads, but the actual location of the ads on the SERPs.

Metrics about the location of your ads

One can use these metrics to understand changes in click-through rate (CTR) caused by a change in the location or position of your ads on the search result page when someone searches a particular keyword. It is not a recommended method to use these metrics as a target to set the bids because, sometimes, they may decrease as bids increase. This happens as higher bids may allow entering more competitive auctions in a worse location.

Search top impression rate

Search top impression rate “Impr. (Top) %” is the percent of the ad impressions that are shown anywhere above the organic search results when someone uses any search query for their desire outcome.

Search top impression rate = Impressions on top/Impressions

Search absolute top impression rate

Search the absolute top impression rate “Impr. (Abs.Top) %” is the percent of the ad impressions that are shown as the very first ad above the organic search results when someone uses any search queries on Google’s search tab

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

Metrics you can bid on to improve the location of your ads

One can use these metrics as a target to set the bid if they want to increase the percentage of their ads that either show at the top or absolute top of the search results page.

Search absolute top impression share

Search absolute top impression share “Search abs. top IS” is the impressions one received in the absolute top location divided by the estimated number of impressions advertisers were eligible to receive in the top location.

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

Search top impression share

The Search top impression share “Search top IS” is the impressions one received in the top place compared to the estimated number of impressions advertisers were eligible to receive at the top place.

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

Search lost absolute top impression share (budget)

Here Search lost absolute top impression share (budget) estimates how often an ad wasn’t the very first ad above the organic search results because of the low budget available for ads.

Search lost top impression share (budget)

Search lost top impression share (budget) helps ones to understand how often their ad didn’t show anywhere above the organic search results because of the low budget for that campaign.

Search lost absolute top impression share (rank)

Search lost absolute top impression share (rank) estimates how often someone’s ad didn’t show at very first ad location above the organic search results due to poor Ad Rank which depends on many parameters.

Search lost top impression share (rank)

Search lost top impression share (rank) tells us as to how often an ad didn’t appear anywhere above the organic search results because of poor Ad Rank.