A Top vs. Other Report gives insight on the frequency of where an ad is located on the SERP, either in the top area above the search results or in other areas (side/bottom) on the SERP, for a given keyword, ad group, or campaign. Utilizing the data from a Top vs. Other Report can prove beneficial to your account because it is a granular way to look at where exactly you can adjust bids based on your ad’s location. Typically, everyone wants to be in the number one position in the top area, above the search results, because it normally yields the highest CTR and CVR. The Top vs. Other report helps to identify specific keywords and ad groups where you can push bids to gain incremental volume and conversions (or to reach a desired ad position).
