Understanding Google Search Abs Top of Page Rate
We own several high spend Google Ads accounts for various businesses we own, long term history, with substantial monthly spending (7 figure monthly spends).
Lately have struggled to understand falling ranking - specifically Abs Top of Page Rate.
In trying to understand it, we compared two accounts we manage for different businesses, but within the same vertical.
Both accounts were setup with campaigns targeting the same keyword (and match type), and the results do not make sense to us.
Account 1 -
- ~3 years old. Massive spending history. Has been running with Target CPA for years.
For the comparison test:
- Set to Target CPA
- 12.7% CTR, QS 8/10, $9.14 CPC, 17.5% Abs. Top of Page Rate
Account 2 -
Newer, small volume.
For the comparison test:
- Set to Manual CPC
- 6.11% CTR, QS 5/10, $7.93 CPC, 30% Abs. Top of Page Rate
So - here's where we're lost. How can we have an ad with a lower CPC, and lower metrics, resulting in a higher Abs top of page rate? To us, this makes no sense at all. Are we misunderstanding what this is measuring?
On our Account 1, any tips on how to drive up the top of page rate without continuing to raise the CPC?