Sometimes Google displays paid search ads above its organic listings for a certain search, only to display paid ads to the side of those same listings later in the day. But when an advertiser runs an average-position report, they won’t see the difference between the two placements. Google offers a report to help advertisers understand the difference. Here’s a look at one example of the performance of ads in the top three spots on top and to the side of organic listings. Among the findings is that ads shown on top of the organic results get more impressions in the top two positions but not in the third. Also, ads above the results have significantly higher CTRs. (Search Engine Watch)
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