Absolute top of page rate
Fast track (Summarised definition)
Absolute top of page refers to the very first advertisement position at the top of search engine results pages, above all organic search results and other ads. This premium placement typically receives the highest visibility and click-through rates but costs more than other ad positions, making it valuable for competitive keywords and high-priority campaigns.
Full lap (Full definition)
Absolute top of page rate refers to the cost an advertiser pays to have their advertisement displayed in the most prominent position on a webpage, typically at the top of the page. This placement is highly desirable because it offers maximum visibility to users as soon as they land on the page. The rate is determined by several factors, including the website's traffic, the ad's format, and the level of competition among advertisers.
The rate is usually higher than other ad placements due to its prime location, which attracts more attention and generates higher click-through rates (CTR). Advertisers are often willing to pay a premium for this top-of-page placement because of its potential to drive more traffic, increase brand awareness, and boost conversions. However, the cost can fluctuate based on demand, seasonality, and the specific advertising platform used.
Advertisers often bid on this placement through an auction-based system, where the highest bidder secures the top spot. The winning bid determines the cost per click (CPC) or cost per thousand impressions (CPM) the advertiser will pay. To maximise their return on investment (ROI), advertisers carefully analyse the performance of their ads in this position and adjust their bids accordingly. They also consider factors such as the target audience, the quality of the ad creative, and the overall relevance of the ad to the webpage's content.