“Click share is the estimated share of all achievable clicks that you have received and is available only for Search and Shopping campaigns.”- Google
Search campaigns on Google Ads just recently received new competitive metrics for analytics.
Google is now introducing the click share metric for Search campaigns on Google ads to allow marketers the ability to measure ad text performance.
Why does this matter?
First introduced in Shopping campaigns almost a decade ago; Click share is a measure of the number of clicks your ads received, versus the max amount Google believes your ads can potentially get clicked.
This metric also shows how much interaction your ads get compared to the competition.
“Click share can be an incredibly useful metric because it delivers the type of insight that you’re used to receiving from average position in your Search campaigns. Shopping ads can take a lot of different forms, which means that we can’t calculate an average position in the same way as we can for Search ads.” - Google's Matt Lawson
Google also included four ad position metrics to bring an understanding of ad performance in regards to the actual position ads show up in results.
(via Google Ads Support)
Impr. (Absolute Top) % - the percent of your ad impressions that are shown as the very first ad above the organic search results.
Impr. (Top) % - the percent of your ad impressions that are shown anywhere above the organic search results.
Search (Absolute Top) IS - the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.
Search (Top) IS - the impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.
Why Should You Care?
Google uses Click share as the preferred metric over using the average position metric to describe where the ad appears on the page in SERPs.
“To summarize, if you are using average position to understand the location of your ads on the page, it's better to use Impression (Absolute Top) % and Impression (Top) %. If you are using average position to bid to a page location, it's better to use Search (Abs Top) IS and Search (Top) IS.”- Google
Marketers should be utilizing the newly introduced metrics to gain further insight and understanding of they're campaigns ad impact vs bids and campaign budget.