Estimated Top Impressions
Status: Fully released Availability: Global Share this page:
What it does
The Estimated Top Impressions column in the Bid Simulator displays the number of times your ad appeared above the search results over the past seven days and how this metric could have changed if you'd used different keyword level maximum cost-per-click (CPC) bids.
Why you'd use it
If there are particular keywords for which you'd like your ad to be displayed prominently, Estimated Top Impressions can be a useful metric. Ads that appear above the search results are more visible to users and tend to receive more clicks than ads that appear along the right side of the search results page.
If you focus on the ‘average position' metric within your reports as a measure of how prominently your ad is appearing to users, “Estimated Top Impressions” may be a better metric for you to focus on. While average position indicates where your ad is appearing in relation to other ads on the page, it doesn't indicate whether your ad is appearing above the search results or on the right side of the page.
Note that past performance doesn't guarantee future results, and simulations will only be provided if there is enough traffic on a given keyword to conduct a meaningful analysis. In addition, top of page impressions are counted only for impressions on Google search results, as other sites within the Search Network may display ads differently.