Owning more of the search space

A new AdWords reporting tool gives insight into ads’ performance based on their ‘real estate’ – i.e. the ad space brands actually own. The new tool lets advertisers compare the results from their ads showing either on top of the organic search results with those that appear in the right-hand side bar.

Google roll out new features regularly, but this is a very interesting innovation. Before, advertisers were given an “Average Position” metric in their AdWords reports, but this was not always an accurate impression of where the ad was actually showing. Now, reports can be segmented based on the ads’ ‘real estate’, i.e. the space and location on the search results page they actually own. Below, we’ve outlined five key reasons why this feature is important for brands.

1) Achieve brand awareness objectives

If the main goal is for the ad to appear at the top of the search results, this can now be monitored, and ultimately achieved, more easily.

2) Achieve a better conversion rate

In some cases that ads that appear on the side convert to sales better than those that appear at the top of the search results. The rationale is that even though less clicks are recorded, the consumer will have looked across the page, then scrolled down the page, digested the results and only then clicked an ad that is favourable to them. This theory can now be put to the test by “top vs side” testing and analysis.

3) Maximise coverage without overspending

In some cases, the goal might be for the ad to be at the top of the page in position 3 (cheaper than position 1 and 2, but still with excellent traffic levels). This position might sometimes be located at the top and other times on the side. Now that brands can see where their ad appears, they can adjust their spend according to their coverage targets.

4) Better information about real position of your advert

If you have budgeted your campaign for your ad to be in position 1, you can now check whether your ad actually shows up in the top position or whether it is really appearing on the side.

5) Guidance on ad copy

Brands can now easily check whether their ad copy needs improving. If, for example, an ad shows up on the side in position 2 or 3, then the ad copy needs to be optimised so that it is more compelling. This can be done through refocusing it towards promotions, highlighting reasons to buy or increasing the ad copy’s value to the customer by including more relevant information.