AdWords Reporting Gets New Segmentation Option: Top Vs. Side Ads

Google is rolling out AdWords functionality to let advertisers segment reports based on where the ad appears on the page — whether it’s above the organic search results or off to the right side. The feature will allow advertisers to determine whether the benefits they’d seeing from bidding their ads into a Top position are worthwhile.

“It sounds fairly boring, but this is really a game changer in that this is the first time advertisers are able to see how their ads perform when they’re shown above search results versus on the side,” Jon Diorio, product manager in AdWords Reporting & Analytics, told me.

Within the AdWords interface, the Top/Side segmentation can be performed by campaign, ad group, keyword and ad, and the option appears on the respective tab. Users can also see specifics on traffic on, on Search Partners and on Display Network Partners. The feature will be rolled out globally to the AdWords interface this week, and it will appear in an upcoming release of the API.

Though AdWords has long shown the “Average Position” metric, a number between 1 and 3 doesn’t always translate to a “Top” position, because Google has certain CPC and Quality Score thresholds that an ad must meet before it is promoted to a “Top” position.

“We have a lot of advertisers for whom some portion of their ads already serve up there [in the Top position],” said Diorio. “Those advertisers may find that increasing bids 10% could drive 30% more clicks. Every advertiser needs to examine their performance in both places. There may be some situations where being on the right hand side may be the most optimal for advertisers.”

Related Topics: Channel: SEM | Google: AdWords | Top News


About The Author: is Executive Features Editor at Search Engine Land and Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.
  • Adrian Toma

    Very useful information in this article, I will take it in account for my future campains on adwords.

  • brianfosse

    This is one of those metrics that immediately provides action based insights. You know it’s a winner when it’s Intuitively obvious in retrospect.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide