As a business owner, you may be wondering if your top of page rate actually matters. The short answer is no. A low absolute top rate is not a problem if your CPA is strong and your impression share is high. Here’s why.
1. CPA Is the Most Important Metric
If your cost per acquisition is strong, that means your ad is doing its job. It is:
- Reaching the right audience
- Generating enough clicks
- Converting efficiently
Google does not reward you for sitting in the number one position. It rewards you for profitable results. The very top spot often costs more without increasing conversions. When your CPA is healthy, you are winning.
2. High Impression Share Means You Are Not Missing Valuable Traffic
A high impression share shows that
- Your are showing up most of the time
- Competitors are not consistently outranking you
- Your budget or rank is not limiting you
This matters more than the exact position you appear in. If you can capture nearly all available impressions while keeping CPA low, you are in a sweet spot.
3. Why Absolute Top Rate Can Be Low (and that’s okay)
Absolute top rate tells you how often you appear in the very top spot on the search engine results page.
But:
- The top spot is often overpriced
- Positions two and three often deliver better CPAs
- Many conversions still come from non top positions
So a low top rate doesn’t mean you’re losing — it usually means you’re being efficient.
When a Low Top Rate Might Matter
Only if:
- You need brand visibility (branding campaigns)
- Top-of-page specifically drives higher intent for your industry
- Your competitors are aggressively climbing into top spots and your metrics start moving
If your CPA stays stable and your impression share remains strong, a lower top rate is nothing to worry about.
Bottom Line
If your CPA is strong and your impression share is high, then low top or absolute top rates do NOT matter. In fact, they often mean you’re spending your budget smarter.
Want to work with a team that helps you rank smarter, not pricier?
iDIG is a Canadian company with a sweet spot for digital marketing and tailored technology solutions. We love challenges, combining developed solutions with data, analytics, digital advertising, content, and of course, strategy. All this is supported by the highest quality of customer service.
