Upcoming Google Ads changes - Average position to be removed
Do you currently use the Average position (Avg. Pos.) metric within Google Ads to help understand how your Search Ads and keywords are performing? This metric will be removed at the end of September 2019, so read on to learn more about the metrics Google is replacing it with.
What is Average Position?
The Average position metric has been around for a long time and is useful for manual bidding strategies, since it allows marketeers to see whether their ads are appearing within the top positions and to adapt bidding strategies accordingly. See the table below for an example of the average positions of five different keywords:
Why is Average Position being replaced?
Google is removing the Average position (Avg. Pos.) because it says the percentages of top and absolute top impressions provide a clearer view of where ads appear on search pages. Marketeers can use these new metrics to optimise ad positions instead. Read more about this change from Google here.
Google's New Metrics - top and absolute top impressions
Since Average position only tells part of the story (where the ads appear, on average, when Google chooses to show them), the new metrics can help to understand whether the ads have the potential to be shown more frequently if bidding and quality scores were improved. You can read more about why the new “top” and “absolute top” metrics could do a better job than average position could when guiding advertisers in this useful article by the search engine journal.
As you can see there's a lot of complicated metrics involved in judging whether your Google Ad campaigns are performing well and we'll be updating our reporting and monitoring for clients to stay in line with best practice. For Google Ad management or training get in touch.