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Google Ads contains exposure share data in custom columns

What they are and how they are implemented

Google Ads has announced that impression share data can now be used to create custom columns.

Previously, Google Ads had allowed to include an average position in custom columns, but after putting the average position as a metric in 2019, it was not replaced as an option.

Although average position and exposure share are different, the new recording of exposure share data can allow advertisers to create calculations that come into play where there is still room for more visibility by bidding or budgeting more aggressively.

About custom columns

Custom columns allow advertisers to create additional columns in the user interface to monitor and optimize against specific data.


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Custom columns can contain equations that can be used to combine multiple data fields. For example, if you Wanting to monitor what percentage of a campaign’s conversions was a particular conversion type, you could look at this conversion type divided by the total number of conversions.

Or if you like to analyze ad copy by looking at conversions per Exposure, which is not a standard field in Google Ads, allows you to create this data point as a custom column.

You can select the format of the custom column with the option to format the data as a number, percentage, or currency.


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Impression share metrics in custom columns

The following exposure share metrics can be used within custom columns: search exposure. share, click exposure share and view share.

These columns can be included in custom columns to help advertisers determine how much visibility they receive relative to the visibility they are entitled to receive based on their targeting and preferences.

The image above is an example shared from Google Ads and not a suggested calculation.

Implementation of custom columns

To implement custom columns, advertisers can visit one of the following pages in the user interface: campaigns, ad groups, ads and extensions, or keywords.

Then click on the column icon in the upper right corner of the table and then click on “Edit Columns”. Then click on the custom columns and select New column ”. Then you can select the metrics you want to utilize and set the system to calculate the data.

Custom Columns Updates and Data Requests

On August 9, Ginny Marvin, Google Ads Product Liaison for Google, tweeted that the team was open to suggestions for their custom columns as other changes were underway.

Is there a custom column metric you would like to see added? The team is working on an update and is open to suggestions. #ppcchat

– AdsLiaison (@adsliaison) August 9, 2021


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