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Google has updated the definition of top ads in the Help Center to better reflect how ads can appear in Google Search
A spokesperson told Search Engine Land that this is only a “final change” and would not affect how performance metrics are calculated.
What are top ads? Top ads are ads that appear above the organic results, as well as below the organic results for certain searches. As explained by Google:
- “When people search on Google, text ads can appear in different positions compared to the organic search results. Top ads are adjacent to the best organic search results. Top ads generally appear above organic search results, although certain searches may show top ads below organic search results. Top ad placement is dynamic and may change based on the user’s search query.”
Why now. Google changed its definition of top ads after testing ads between search results in October. Patrick Stox, Product Advisor, Technical SEO and Brand Ambassador of Ahrefs, noticed sponsored posts appearing where the third and fifth organic positions would normally be and shared a screenshot on X:
Why we care. This update could indicate that Google is making progress with its idea of inserting ads between organic search results, as tests showed last year. This change could potentially result in more clicks for advertisers in areas of Google Search traditionally reserved for organic content.
Deep dive. Read Google’s best ads guide For more information.
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