If you’re like us, always keeping an eye on what’s new in the Google Ads universe, you’ve probably caught wind of the recent updates to search ads metrics. Google’s shaking things up (again), and we’re here to examine what this Google Ad metric update means for nerds like us who live and breathe digital marketing. So, grab a cuppa (or a glass of wine, we don’t judge), and let’s break down these updates together.

A Fresh Twist on Ad Placement

First off, Google is tweaking how ads find their spot on search results. Remember how top ads used to be the ones at the top of the page, right above organic results? Well, the game’s changed a bit. Now, top ads might also pop up below organic results for some searches. Google – like usual – isn’t being clear as to which searches may not show ads at the top.

The Specifics: What’s Changing?

Alrighty, let’s get into the meat of the matter. The Google Ad metric update touches on a few key areas:

  • Top Ads: These aren’t just the front-row seats anymore. With the update, being a top ad means you could be above or below organic results. It’s all about flexibility and finding the best spot to catch users’ eyes.
  • Absolute Top Ads: This is for the ads that want to be the first thing you see. The definition’s getting a bit of a tweak, so if you’re gunning for that prime position, you’ll want to check out what’s new.
  • Prominence: Google’s adjusting how they measure how noticeable your ad is. It’s all about making sure your ad doesn’t just show up; it makes an impression (the pun was intentional). Ad format and ad position will impact on the Prominence metric.
  • Metrics for Top & Absolute Top Ads: With the change in definitions, the way we measure success is also getting a refresh. Search top impression rate ‘Impr. (Top) %’ and Search absolute top impression rate ‘Impr. (Abs. Top) %’ tell you the placement of your ads on the Search engine result pages (SERPs), as opposed to where your ads place relative to the other ads on the page.
  • Segments and Tables: Breaking down your data with segments is going to be key in understanding how your ads are performing with these new rules. You can see how to do this here.
  • Targeting the Top: We now get a new automated bidding strategy, Target Impression Share Bidding. This is great for those clients who always want to be NUMBER 1 (we all have at least one of those).

So, What Does This Mean for Your Campaigns?

For those of us managing Google Ads, it’s time to roll up our sleeves and grapple with these updates. Here’s how we can tackle them:

  • Hit the Books: Or, well, the updated Google Ads Help Center pages. Getting cozy with the new definitions is step one.
  • Metrics Makeover: Look at your campaign performance through the updated metrics lens. It’s like getting a new pair of glasses that might just change how you see your results.
  • Strategise Your Bids: For the Target Impression Share Bidding crowd, it’s crucial to see how these updates play into your bidding strategies. Might be time for some tweaks.
  • Team Talk: Make sure your team’s in the loop. A little team brainstorming session can spark some great ideas on how to adapt to these changes.
  • Stay Flexible: If there’s one thing we know about PPC, it’s that change is the only constant. Being ready to pivot and adapt is what keeps your campaigns ahead of the curve.

Google’s latest updates are a reminder that in the digital ad world, staying on your toes is part of the game. For agencies like ours, focused on getting the most out of Google Ads, these changes are an opportunity to fine-tune our strategies and keep connecting with our audiences in meaningful ways.

Got more questions? Looking for a Google ads management company in Devon? Just pop us a message and we will get back to you with the answers!

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