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Ads on top and absolute top of the page

On the performance data and performance report of Search Ads, you can check ad performance indexes (such as impression share) of the top and absolute top of search result pages.

About top and absolute top of search result pages
Related indexes
How to check each index

About top and absolute top of search result pages

Top and absolute top indicates the following ad places in the upper part of the organic search result page.

Related indexes

The indexes related to top and absolute top that are available on the performance data and performance report is as follows.

Related indexes Description
Search top impression rate The percentage of your ad impressions that are shown as the very first ad or anywhere above the search results page.
Search absolute top impression rate

With these two indexes, you can check the percentage of how much the ad was shown as the very first ad or anywhere above the search results page.
Example:
(1) ‘Search top impression rate’ is 50%
> This means the number of ads shown anywhere above the search results was 50 when the ad impression was 100.

(2) ‘Search absolute top impression rate’ is 30%
> This means the number of ads shown at the absolute top above the search results was 30 when the ad impression was 100.

Search top impression share The percentage of the impressions in the top location (anywhere above the search results) compared to the estimated number of impressions you were eligible to receive in the top location.
Search absolute top impression share

With these two indexes, you can check how much your ad is losing the chance to be shown at the top location and how much you can improve.
Example:
(3) ‘Search top impression share’ is 50%
> This means the number of ads shown anywhere above the search results was 40 when the estimated number of impressions you were eligible to receive in the top location was 80.
> Your ad is losing half the opportunity (50%) to show at the top location. Check the 'Search lost top impression' and consider to make improvements.

(4) 'Search absolute top impression share' is 25%
>This means the number of ads shown anywhere above the search results was 40, and the number of ads shown at absolute top above the search results was 20, when the estimated number of impressions you were eligible to receive in the top location was 80.
> The number of ads shown at absolute top above the search results (20) was half the number of ads shown at top location of the search results page (40). Check the 'Search lost absolute top impression' and consider improvements to increase the ad impressions at top location.

Tips
* 'Estimated impressions you were eligible to receive in the top location' also means 'the impressions your ad had the chance to be shown in the top location if the budget and rank (auction rank) was higher.
The A, B and C shown in the figure below is included in 'estimated impressions you were eligible to receive in the top location.'
 A. The impression the ad was shown at top location.
 B. The impression of the ad had that did show, but had the chance to show on top location if the budget and rank was higher.
 C. The impression of the ad had that didn't show, but had the chance to show on top location if the budget and rank was higher.
Learn more about ad ranks in the following help page.
Ad Position

 

Search lost top impression (rank) The percentage of the impression the ad had the chance to show on top location (*), but didn't show anywhere above the search results due to low ad position.
Search lost absolute top impression (rank)
Search lost top impression (budget) The percentage of the impression the ad had the chance to show on top location (*), but didn't show anywhere above the search results due to a low budget.
Search lost absolute top impression (budget)

* See the Tips earlier in this topic about 'the chance to show on top location.'

With these four indexes, you can find out why your ad wasn't shown on top location and consider to make improvements.
If your ad wasn't shown on top location due to low ad position, consider improving your ad quality and bids. If due to low budget consider changing campaign daily budget.
Example:
(5) ‘Search lost top impression (rank)’ is 30%
> When the estimated number of impressions you were eligible to receive in the top location was 80, the number of ads that weren't shown anywhere above the search results was 24 due to low ad position.

(6) ‘Search lost absolute top impression (rank)’ is 25%
> When the estimated number of impressions you were eligible to receive in the top location was 80, the number of ads that weren't shown anywhere above the search results was 20 due to low ad position.

>> By Raising the ad position, your ad has the chance to increase the impressions for top or absolute top.

(7) ‘Search lost top impression (budget)’ is 20%
> When the estimated number of impressions you were eligible to receive in the top location was 80, the number of ads that weren't shown anywhere above the search results was 16 due to low budget.

(8) ‘Search lost absolute top impression (budget)’ is 50%
> When the estimated number of impressions you were eligible to receive in the top location was 80, the number of ads that weren't shown anywhere above the search results was 40 due to a low budget.

>> Search Ads system controls the frequency of ads to be delivered so that the campaign’s click charge gets closer to the campaign daily budget. By raising the Campaign Daily Budget and reviewing your bid for the keywords under the campaigns and ad groups, the ad will get the chance to show and the top and absolute top impressions may increase.

Learn more about Campaign Daily Budget and ad delivery in the following help page.
Search Ads Campaign Daily Budget
Campaign Daily Budget

Tips
Learn more about Impression share and Lost impression rate

How to check each index

How to check each index on performance data and performance report and the details of index is described as follows.

Performance data
Performance Report
Available data

Performance data

You can check performance data on levels of campaign, ad group , etc. on ‘Campaigns’ screen. By using the following features, you can find more details of indexes related to top and absolute top.

• Edit Items Displayed: you can choose which item to display Select the index such as 'Search lost top impression (rank)' to check the data and add to the list.
The steps are described in the following page.
[Display] button in list

• Set Filters: set the threshold, etc. to narrow down the data.
The steps are described in the following page.
Filtering Feature

• Graph settings: displays the graph of the selected index The steps are described in the following page.
How to Browse Graphs

Download performance data: download the performance data for selected level such as campaign.
The steps are described in the following page.
How to Download Campaigns, Ad Groups, Ads and Keywords

Performance Report

Select the indexes in ‘Items Displayed’ to check the data on performance report.
Following reports include indexes related to top and absolute top.

[Report Type]
Campaign Report
Ad Group Report
Ad Report
Keyword Report
Search Query Report
Page Feed Targeting Report

Please refer to the help page below for details on how to create performance report.
Create a Performance Report

Available data

Available data differs depending on the level chosen on performance data and performance report. Data is not available for index with blank column.

  Campaign Ad groups Ads Keyword Search query Page feed
Search top impression rate Yes Yes Yes Yes Yes Yes
Search absolute top impression rate Yes Yes Yes Yes Yes Yes
Search top impression share Yes Yes   Yes    
Search absolute top impression share Yes Yes   Yes    
Search lost top impression (rank) Yes Yes   Yes    
Search lost absolute top impression (rank) Yes Yes   Yes    
Search lost top impression (budget) Yes Yes   Yes    
Search lost absolute top impression (budget) Yes Yes   Yes    
Note
The preceding data may take one to three days to be reflected.