“Top Ads” have enjoyed a prime position above organic search results, serving as prominent placements for advertisers. However, with the latest update, these ads may now appear below organic results in specific query scenarios, dynamically adjusting their positioning.
In his LinkedIn post, the PPC expert Thomas Eccel sheds light on why this update is pivotal and how it could impact advertising strategies moving forward:
“In the image below on top you see that traditionally “Top Ads” were positioned at the top of each page set. The first Google Ad is considered the “Absolute Top Ad”, says Eccel.
According to him, the definition of “Top Ads” now has changed and “Top Ads” might not be at the “Top” anymore but can show below organic results.
“This can now impact your metrics about the location of your ads:
A 20% Search Top Impression Share might not indicate anymore that your ads were 20% above the organic results, but can include now positions below organic results. Meaning you might need now a slightly higher Rate to be visible as much as before. 
Search Top Impression Share: is the % of your ad impressions that are shown among top ads.
Search absolute top impression share: is the % of your ad impressions that are shown as the very first ad among top ads.”
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