AdWords Adds Top vs. Side

Google AdWords new featureTo help AdWords users get more accurate feedback on how their ads are performing, Google announced on Wednesday 13the July that you can now choose “Top vs. Side” as a reporting segmentation option within AdWords. This new data table option contrasts the statistics for ads appearing on the top of search with those appearing on the side.

The Why and What of Top vs. Side

Average ad position given  in Google Analytics can sometimes be misleading, because position one on the top has different success than position one on the side. As Google’s Chief Economist said, “on average, ads that appear above the search results tend to get substantially more clicks than ads that appear on the right-hand side.” However, because all that data was combined into one statistic, there was no way to tell how top and side reporting impacted the success of an ad, or even to know exactly what position you should target.

The new reporting method now gives an option to view the separate figures for both top and side placement of ads. You can view all your standard metrics, including impressions, clicks, CTR, conversion rate, and cost for both position blocks.

How to view Top vs. Side Reporting

Here’s the brief explanation on how to view Top vs Side statistics:

  1. Log into AdWords.
  2. Visit the campaign or sub-section where you want to see the data.
  3. On the top bar, directly to the bottom-right of “Campaigns,” you should see a “segment” option. Click on that.
  4. Choose “Top vs Side.

The top and side data will be listed as two separate rows for each item (campaign, ad, etc.), allowing  you see the differences at a glance. This new reporting feature is available to all AdWords users.


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