Google ads average position is going away by the end of September which they declared recently. In addition to that four new metrics are now available for use in its place.
Now after the recent declaration by google I think we should be prepared for this change. In this blog I am going to tell you everything you need to know to be ready, which includes:
- Why google is removing average position?
- What are the new metrics and how you can use them?
- What do I think about these changes?
Why Google is removing average position?
Now , In early 2016 google stopped following the formula of single SERP for all, Since this change the average position became irrelevant to where your ad will be displayed on a page. These days there different sorts of search engine result pages (SERP). You might see one ad at the top for a query and then you search something else it shows two or four ads distributed at the top and bottom of the page. Have a look at this image for more clarity :
Now the problem with average position is that it doesn't give you anything about where your ad is displaying on the search engine ranking page. For example, If your average position is 4.2, It means that there are three ads above your ad but it doesn't clarifies where its displayed on the page (one the top of the organic results or at the bottom).
The genuine problem this causes is that it becomes difficult to decide how you can optimize the performance of your ads. the ads which appear at the top and above the organic results tend to perform better. So, because you don't where exactly your ads appear on SERP its difficult to decide whether you should increase your bid to improve your CTR or decrease it without losing on position.
This is the reason why google introduced four new metrics. Which will help you make better decisions when you are optimizing your campaigns.
What are the new metrics and how you can use them?
The new metrics refer to some new terms, They are Top and Absolute top. Top refers to any ad which might appear above the organic results and Absolute top refers to first ad (the top most) which is above the organic result. The image below will make it clear for you:
The above image will help you understand the new metrics , here they are:
- Top Impression Rate [ Impr (Top%)] : The percent of your ad impressions that were delivered anywhere above the organic search results.
- Absolute Top impression Rate [Impr (Abs. Top) %]: The percent of your ad impressions that were delivered as the very first ad above the organic search results.
- Search Top Impression Share [Search top IS]: A percentage indicating how frequently your ad appeared above the organic results compared to the estimated number of impressions you were eligible to receive in that location.
- Search Absolute Top Impression Share [Search abs. top IS]: A percentage indicating how frequently your ad appeared as the first ad above the organic search results compared to the estimated number of impressions you were eligible to receive in the absolute top location.
What Do I Think About These Changes?
Well , These are significant changes and these metrics will be very helpful for the advertisers as they provide some valuable information about your campaigns. Top impression rate and & absolute top impression rate gives information about where your ads appear on the SERP pages.
Similarly, Search top impression share and Absolute top impression share gives us information about how you can gain advantage over your competitors and improve your rankings. These metrics are useful but only if you know how to use them and don't get too overwhelmed.
Google is constantly changing and updating their platforms and you have to keep your game up with the change. Online advertising is a competitive space and as an advertiser you need to identify and get the most out of the metrics.
So go ahead a review your account with these new metrics and see where you can improve. Happy Bidding!