Google is bringing the click share metric to Search campaigns in order to assist advertisers in getting a fuller sense of how their texts ads are performing.
Click share, which is represented as a percentage, is an indication of the number of clicks your add is receiving out of the total number of times Google estimates your ads could been clicked. Click share shows how effective your ads are in engaging users compared to your competition. But on the other hand, impression share shows how effective you’ve been at getting your ads in front of users.
Click share has been available for a number of years in the Shopping campaigns. The reason why Shopping has click share first is because there isn’t an average position calculation in Shopping campaigns. Matt Lawson of Google pointed out in his column on click share in Shopping campaigns a couple of years ago that, “it delivers the type of insight that you’re used to receiving from average position in your Search campaigns.”
But it would seem that Average position has become less useful with the removal of right rail ads. As an example, depending on the available number of ad slots, an average position of 2.5 might actually mean the majority of your ads displayed at the bottom of the search results page.
Google recently introduced four new ad position metrics to help bring more clarity to ad performance relative to the actual position ads appear on the search result pages. “Contrary to common perception, average position is not meant to describe where the ad appears on the page. Average position reflects the order that your ad appears versus the other ads in the ad auction,” Google explained at the time.
For advertisers, Click shares are a competitive metric that can help advertisers get deeper insights than average position is able to provide. Impression share and click share work well tandem.
Google has already begun rolling out click share to accounts. Acording to product manager Pallavi Naresh, it will be available for all Search campaigns in the coming weeks.
Click share will be available at the campaign, ad group and keyword levels.
According to Naresh, advertisers should continue using click-through rate to analyze ad copy performance relative to other ads and to use click share to view “click growth opportunities with more extensions or bid or budget increases.”