It’s true Google Adwords is getting rid of the average position metric, so let’s consider what this actually means for your Adwords campaign, and how we can evolve our strategy accordingly. Let’s paws for thought for a second ??
First of all, this isn’t new news as this was announced back in February, but now that it’s September and the retirement date is the 30th, it’s unavoidable that we will be losing the Average Position metric. In the announcement post, Google Ads product manager Pallavi Naresh gave the following rationale for the decision: “These new metrics give you a much clearer view of your prominence on the page than average position does.”
So in short: DON’T PANIC!
We have been given four shiny new search ad position metrics to get our Brave Bear teeth into!
- Impr. (Absolute Top) % – the percent of your ad impressions that are shown as the very first ad above the organic search results.
- Impr. (Top) % – the percent of your ad impressions that are shown anywhere above the organic search results.
- Search (Absolute Top) IS – the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.
- Search (Top) IS – the impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.
The first two metrics, “Impression (Absolute Top) %” and “Impression (Top) %” are specific indicators of page location. Use these metrics to determine when and where your impressions are showing above the organic search results.
The other two metrics, “Search absolute top impression share” and “Search (Top) IS” convey your share of eligible top impressions. They are the best indicators of the available opportunity to show your ads in more prominent positions. If your goal is to bid on page location, you should use these metrics. We are working on incorporating these metrics into automated bidding options in Google Ads.
Anyway, the previous position metric was only ever average anyway, so in reality, we aren’t losing that much control. At Brave Bear we like to stay ahead of the game, so rest assured that if this update is concerning you, you can contact us at any time and we can answer any questions you have.