Google Ads carrying click share to Search campaign competitive metrics

The rollout of click share can be seen as a follow up to the position metrics Google introduced last fall as the average position has become less useful.

Google Ads bringing click share to Search campaign competitive metrics
Why you should care

Represented as a percentage, click-share is a signal of how many clicks your ads collected out of the total number of times Google make an estimate of your ads could be clicked. It helps show how effective your ads are engaging users compared to the competition.

Click share has been accessible in Shopping campaigns for several years. Why Shopping first? Primarily, because we don’t have an average position calculation in Shopping campaigns.

Average position, Though, has become less and less useful with the removal of right rail ads. It’s all Depending on the number of ad slots available, an average position of 2.5 might actually mean the majority of your ads visible at the bottom of the search results page, for example.

You might recall, Google recently implemented four new ad position metrics to help bring more clarity to ad performance relative to the real position ads seem on the search result pages. “Contrary to common perception, average position is not meant to define where the ad shows on the page. The average position reflects the order that your ad appears versus the other ads in the ad auction,” Google explained at the time.

Click-share is a competitive metric that can help advertisers get deeper insights than the average position is able to provide. Impression share and click share work well tandem. A high impression share and low click share, for example, likely indicate your budget and bids are a lot high but that your ads are not reporting with users as well as your competitors’.

More on click share

Google has started rolling out click share to accounts, and product manager Pallavi Naresh said it will be available for all Search campaigns in the coming next weeks.
Click share will be accessible at the campaign, ad group, and keyword levels. 


Suuda Siva Nandini