Until now Google has been displaying Sponsored ads on Top and on Right hand side.
Starting today, ads that have previously shown to the side of the results may in some cases appear below them. Google Dynamically optimize each search page and its ads to provide the best experience to users.
Google has done the testing on the same and found that most of the users are tending to click on the bottom ads, which internally increases the click through rate of the campaigns also helps the advertisers to get more number of conversions at lower CPL.
If you're interested in comparing the performance of your ads in the top positions versus all other positions, you may use the "Top vs. Side" segment. With this launch, all side, bottom and experiment impressions will now be classified as "Other" so you can more easily see how your top ad placements perform against placements on the rest of the page. In the coming weeks, "Top vs. Side" will be renamed to "Top vs. Other."
How can I tell where my ad appeared on Google’s search results page?
What's the “Top vs. Side” segment?
You can find out where your ad appeared on Google’s search results pages and search partners' pages by applying the “Top vs. Side” segment to your reports. Segmenting your data by “Top vs. Side” can help you optimize your search campaigns to serve your ads on the parts of the page that perform best for you.
How to segment data with “Top vs. Side”
To see how your ads perform on different sections of the Google search results page and search partners’ pages, you’ll need to apply the segment to your data table. Here’s how:
Sign in to your AdWords account at http://adwords.google.com
Click the Campaign, Ad groups, Ads or Keywords tab of your AdWords account.
Click the Segment button in the toolbar above your data table.
Select Top vs. Side from the drop-down. Results will appear in rows beneath each of your ads.
How to interpret the data
Google search: Top -- Your ad ran above the organic Google search results.
Google search: Other -- Any AdWords text ads that don’t appear directly above Google search results are categorized as "Google search: Other."
Search partners: Top -- Your ad ran above the partner's organic search results on a search partners' page.
Search partners: Other -- Ads that don’t appear directly above partner search results are categorized as "Other."
Google Display Network -- Your ad ran on the Google Display Network.
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