E-commerce
September 30, 2026
Wondering how to adapt your Google Ads campaigns to the new SERPs? The answer is simple: Google has redefined what a "top ad" is and introduced the concept of "prominence". These changes do not fundamentally alter your performance, but they transform the reading of your indicators.
Concretely, an ad can now be classified as "top" even if it appears below organic results. This changes the meaning of your impression share statistics and requires you to review your bidding strategy.
So how do you adapt your Google Ads campaigns to the new SERPs? On the agenda:
What changes with the definition of "top ads"?
How does the concept of "prominence" replace position?
What impact on your bidding strategies and your indicators?
How does Qstomy help you analyze your advertising performance?
What checklist to audit your campaigns after these updates?
Let's go.
Summary
What is changing with the definition of "top ads"?
Google has updated its definition of "top ads" and the associated metrics. Previously, a top ad was simply an ad displayed above the organic results. Now, the classification is broader.
An ad is considered "top" if it is adjacent to the first organic results, even if it appears below them. For example, an ad in 15th position can be classified as a "top" ad if it is located just after the ten main organic results.
This new definition reflects the dynamic nature of search engine results pages. With continuous scrolling, there is no longer a fixed "bottom of the page." Google is therefore adapting its vocabulary to more accurately describe where your ads actually appear.
For an e-commerce business, this means your reports may show an increase in top impression share, even if your ads are not actually more visible. Understanding this change is essential to avoid misinterpretations and to adjust your campaigns accordingly.
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What does the term "absolute top ads" mean?
Google is also introducing the term "absolute top ads". This refers to ads that appear in the very first position, whether above or below the organic results.
Be careful, this term does not mean that your ad will remain there permanently. Google inserts ads dynamically based on many factors. An ad can be at the absolute top one moment, and then drop a few minutes later.
For an e-commerce merchant, this distinction is important. It helps you understand that the first position is not a given, but the result of a real-time calculation. Your goal is not to reach a fixed position, but to optimize your overall visibility.
In practice, you can use this metric to evaluate the performance of your bids and identify the times when you are most competitive. This allows you to adjust your budgets based on peak demand.
What is ad "prominence"?
"Prominence" is a new concept introduced by Google. It estimates the visibility of an ad on a search results page. Two factors determine it: the ad's position and its format.
The higher your ad is positioned, the greater its prominence. Logically, this translates to more potential clicks. But format also plays a crucial role. Ads with rich extensions (sitelinks, callouts, images) are generally more prominent.
The Google Ads interface does not yet offer a metric dedicated to prominence. It is possible that Google will develop one in the future, or that it will rely on existing indicators such as the absolute top impression share.
In the meantime, you can estimate the prominence of your ads by analyzing their click-through rate and their relative position. An ad with a good CTR and a high position is probably more prominent, which may justify more aggressive bidding.
Which ad formats increase prominence?
Ad formats, formerly known as "extensions", play a major role in prominence. The richer your ad is, the more it catches the eye and the more likely it is to be clicked.
Here are the formats that increase your ads' prominence:
Sitelinks: additional links to specific pages of your store.
Callouts: additional information such as free shipping or easy returns.
Structured snippets: lists of products or services to enrich your ad.
Images: product visuals to capture buyers' attention.
For an e-commerce business, using these formats is essential. They increase the surface area of your ad and improve its click-through rate, without necessarily increasing your costs.
Additionally, responsive formats allow you to test different combinations and let Google optimize automatically. This can save you time while improving your performance.
How is the top impression share recalculated?
Google is also redefining the "Search top impression share" metric. It now measures the impressions received among top ads, divided by the estimated number of eligible impressions.
Concretely, a top impression share of 80% previously meant that 80% of your ads appeared above the organic results. Now, it means that 80% of your ads appear either above or below the top organic results.
This new definition expands the scope. Your statistics may therefore look better, without your actual performance having changed. It is crucial to understand this nuance to avoid drawing incorrect conclusions.
For a more detailed analysis, compare this metric with your absolute top impression share. If the gap is significant, it indicates that your ads are often below the organic results, which may justify increasing your bids.
What is the impact on your bidding strategy?
These changes require you to re-evaluate your bidding strategy, especially if you use Target Impression Share optimization. You can now target an impression share percentage for different areas of the page.
Google offers three targeting options:
Anywhere on the page: to maximize overall visibility.
Top of the results: to appear above or below the first organic results.
Absolute top: to aim for the very first position.
For example, you can target 75% of the impression share for top ads. This approach gives you more flexibility to manage your budget and visibility.
It is recommended to test different strategies to find the one that maximizes your return on investment. Start with broad targeting, then refine based on performance.
Why was the average position discontinued?
The "average position" metric was removed by Google because it was no longer useful. In the past, it indicated where your ads appeared on the page. But with the evolution of the SERPs, it became obsolete.
Several factors contributed to its retirement: the disappearance of ads on the right side, the increase in images, Shopping ads, and Google's knowledge graph. The average position no longer reflected the reality of visibility.
Google therefore decided to remove it to focus on more relevant indicators. Prominence is now more important than position. This development invites you to rethink how you measure performance.
To compensate, use metrics like top impression share and click-through rate. These indicators give you a more accurate picture of your ads' visibility and attractiveness.
Is the first position still a relevant objective?
The first position remains an interesting objective, but it is no longer the only indicator of success. All ads can use the same formats and extensions, regardless of their location.
There is no formatting advantage to being first or appearing below organic results. The difference lies in how quickly the user perceives it. The higher your ad is, the faster it is seen.
For an e-commerce merchant, the essential thing is to find the right balance between visibility and cost. Systematically aiming for the first position can drive up your costs without proportionally increasing your conversions.
Analyze your data to determine if the first position actually generates more sales. If it doesn't, consider lowering your bids and focusing on other areas of the page.
What are the fundamentals that do not change?
Despite these changes, the fundamentals of advertising on Google remain unchanged. Your ads must contain relevant keywords and respond to user queries.
The key to success is meeting the needs of internet users. A well-written ad, with a clear message and a tailored offer, always performs better than a generic ad, regardless of its position.
These updates do not change your basic approach. They simply refine how Google describes and measures visibility. Your job remains the same: to create useful and relevant ads for your audience.
Also, make sure your landing pages are optimized to convert. A good click-through rate is not enough if your site does not meet visitors' expectations.
How can you integrate these changes into your daily management?
On a daily basis, these changes have no material impact on the management of your campaigns. You continue to create your ads, manage your bids, and analyze your performance in the same way.
The difference lies in the interpretation of your data. When you look at your top impression share, you must keep the new definition in mind. An increase in this metric does not necessarily mean an improvement in your actual position.
To manage effectively, focus on the metrics that truly matter: click-through rate, cost per conversion, and return on investment. These indicators remain the most reliable for evaluating the performance of your campaigns.
Set up customized reports to track these metrics and identify trends. This will allow you to react quickly to changes in user behavior.
How does Qstomy help analyze your advertising performance?
Qstomy, the Shopify AI agent, helps you turn your ad clicks into sales. It guides your visitors towards purchase through personalized recommendations, complementary product suggestions, and smart cart management.
Concretely, Qstomy allows you to:
Increase your conversion value: every Google Ads click is optimized to generate a higher average cart.
Improve the post-click experience: parcel tracking, answers to frequently asked questions, real-time assistance.
Reduce abandonment: smart follow-ups and recommendations tailored to the behavior of each visitor.
With more than 100 merchants supported, Qstomy transforms your advertising investments into concrete results. Your ads attract, Qstomy converts.
By integrating Qstomy into your store, you maximize the return on every dollar spent on advertising, while offering a seamless and personalized customer experience.
What checklist should you use to audit your campaigns after these updates?
Here is a checklist to ensure your campaigns are well-suited to Google's new definitions:
Check your bidding goals: are you targeting the right area of the page (anywhere, top, absolute top)?
Analyze your formats: are you using sitelinks, callouts, and images to maximize prominence?
Reconsider your metrics: are you correctly interpreting your top impression share?
Test your ads: do your messages still meet user needs?
In brief
Google has expanded the definition of top ads and introduced prominence. These changes refine the measurement of visibility without overturning the fundamentals. Adapt your data analysis and focus on the relevance of your ads.
FAQ
Can an ad in 15th position be considered "at the top"? Yes, if it is adjacent to the first organic results.
Is prominence a metric available in Google Ads? No, not yet. It is currently a conceptual notion.
Do I need to change my bidding strategy? Not necessarily, but you need to understand the new definition of top impression share.
To go further: Google Analytics for marketing: ads, traffic and performance (GA4) - Qstomy, Ecommerce SEO strategy for category pages - Qstomy, Paid advertising guide: Google Ads, Meta and other channels - Qstomy, Ecommerce SEO: the guide to better positioning and selling - Qstomy, Ecommerce CRM and customer support: using the right data to respond better - Qstomy, Ecommerce support policy: writing clear rules for customers and agents - Qstomy, Using AI in your SEO strategy: Google framework, Shopify Magic and governance - Qstomy.
Enzo
September 30, 2026
