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What is the best position for my keywords?

What is the best position for my keywords?

When your keywords are targeted to the right audience, you generate good leads and increase your sales.

The best position for your keywords is the position that achieves your most valuable goal.

If your most valuable goal is conversions, you may find the higher the keywords rank, the higher the clicks, but it does not necessarily mean higher conversions.

Other positions than the top positions may result in more conversions.

If your most valuable goal is getting clicks, create a branding and awareness campaign aimed at the top positions.

Top vs Other
Keywords > SEGMENT > Top vs Other.
The segmentation compares ad shown at the top of the page to other places on the page.

In this example, a keyword is converting well when is positioned on Google search ‘Top’ rather than ‘Other’.

If the most valuable goal for that keyword is conversions, ‘Top’ position is the best position.

Bid simulator
The bid simulator evaluates your ad’s performance for the past week, and you get an estimation of Top impressions, Clicks, Impressions, Conversions and Total conversion value.

This info helps you to evaluate the best position for your keyword. However, figures are only estimates, and can’t guarantee your ad any position.

Watch video.


Watch it on YouTube (Larger version)

Average position
The ‘Average position’ results have gradually been skewed by the changes Google has made to the search results.

For example, more ads at the top of the page, the ads removed from the right side, new ad format such as shopping, local, etc, and therefore the exact location on the page became less clear.

Effectively, the ‘Average position’ merely reflects the order ads are appearing in comparison to other ads entering the auction.

‘Average position’ is an average of your positions and should be used to evaluate the visibility of your ads on Search and Display pages.

Average position is going away
Google has announced that will sunset the ‘Average position’ in September 2019.

All ‘Average position’ data will be gone forever, and therefore if you still need this data you have to back it up.

Target impressions share
Target impressions share is a new Smart Bidding strategy designed for advertisers who want to know exactly in which position their ads are driving traffic and results, as well as how many times they were at the top of the page and what share of impressions they get.

These new metrics are important to evaluate your ads performance.

Impr. (Absolute Top) % – the percentage of your ad impressions that are shown as the very first ad above the organic search results.

Impr. (Top) % – the percentage of your ad impressions that are shown anywhere above the organic search results.

Search (Absolute Top) IS – the impressions that you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions that you were eligible to receive in the top location.

Search (Top) IS – the impressions that you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions that you were eligible to receive in the top location.


Source: https://support.google.com/google-ads/answer/9140484

Watch video.

Watch it on YouTube (Larger version)

Here’s a good article on:
Which Google Ads position is best for traffic and conversions?


Extract from my Book ‘Making Google Ads Work’.

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