This year, Google had the ‘top-vs-side performance segmentation’ almost ready to launch but it finally went public in July 2011. Most of the marketers think that the obvious disadvantage to this position preference is that at the time of its launch in April 2006, it was more accurate since Google did not display AdWords results above the organic results. When position preference was retired it helped the users to use the automated rules feature which focuses on automatically lifting or decreasing bid rates to maintain your ideal position. It also helps to bring the AdWords reports closer in line with the data you can already view within your AdWords section of your Google Analytics reports.
You should always remember that the data is retrospective and you can return to your campaign to see how your data and placements changed over time. Another advantage is that unlike the other AdWords filters Top-vs-Side segmentation will allow you to drill down to Ad or Keyword level. When you have a lot of brand terms driving traffic you must filter them out for separate analysis as these might skew your data as they would usually be showing in top placements.
It is hard to break out brand terms as they showed in top position most of the time and any time they had impressions. It also shows that when any brand term was showing on the side bar they did not record a single click. So it seems that you need to be bidding for top positions on brand terms otherwise your ads won’t be clicked and you will lose clicks to competitors.
These kinds of AdWords interface features are very useful for marketers since it can be used across your whole account but also because the data is retrospective so it’s valid for all your previous campaigns.
Our Google Adwords Services can help you to setup a Google Adwords Campaign today.