News just in… Google Ads announced back in February that it will be getting rid of its average position and here it is, the time has now come to say goodbye. This is huge news in the world of PPC and our paid advertising strategist Rhiannon Headlam is here to tell you what is it, what this means and how to make the most of the new metrics.
So, what is an average position?
Google's definition of average position is ‘A statistic that describes how your ad typically ranks against other ads’. When setting up your Google Ads you enter into an auction in which you are assigned an Ad Rank. This is based on your bid and your quality score. Your ad rank is what determines where your ad appears in paid search results. This is your ads average position.
Why is Google getting rid of it?
According to Google, it’s not a particularly useful metric anymore. Based on new metrics rolled out last November Google say these now provide a lot more valuable data giving consumers more data to be able to manage their account effectively.
What are the new metrics?
With 4 brand new metrics to now use here’s what they are and what they mean from Wordstream :
- Top impression rate– This is the percentage of your total impressions that are coming from above the organic results
Top impression rate = Top impressions / Total impressions
- Absolute top impression rate– This is the percentage of your total impressions from the very top of the SERP.
Absolute top impression rate = Absolute top impressions / Total impressions
- Top impression share- The rate at which you’re turning opportunities to appear at the top of the SERP into actual impressions at the top of the SERP.
Top impression share = Top impressions / Eligible top impressions
- Absolute top impression share- The rate at which you’re turning opportunities to appear at the very top of the SERP into actual impressions at the very top of the SERP.
Absolute top impression share = Absolute top impressions / Eligible absolute top impressions
Pallavi Naresh from Google spoke about the new metrics
“These new metrics give you a much clearer view of your prominence on the page than average position does.”
Google feels these four new metrics are more insightful when it comes to planning your bidding strategy.
Where is the top and the absolute top?
How to use the new metrics
Searchengineland tells us how to use these new metrics for maximum results. The two impression target metrics show when and where ad impressions display above organic results. The two-share metrics show the share of impressions that were eligible for ‘top of the page’ impressions above organic results.
If you’re using average position to bid to a location on the page, Google suggests using the new impression share metrics to achieve those goals.
Life after average position
As Google states the new metrics actually give you much more relevant data and enable you to create a more robust bidding strategy. Embrace the new change and now meaningfully evaluate the location of your ads and the impacts this has on performance.