Earlier this year, the public was made aware that Google Ads is going to remove the average position metric. Google has finally announced that the official date they’re eliminating this metric from their system will be on the week of September 30. Deleting the average position metric should encourage users to focus on reviewing results by observing impressions instead.
Why is Google removing the average position?
Plenty of advertisers loved using the average position metric since it proved its usefulness and reliability in showing your ads in consistent locations on the search engine results page. Since Google introduced new metrics that review your performance, they no longer see the value of the average position anymore. The new metrics include:
Top impression rate: shows you the total impressions you’re getting from the search engine results page.
Absolute top impression rate: gives you the percentage of total impressions coming from the very top of the search engine results page.
Top impression share: tells you how well your appearance at the top of the page is doing and if you’re actually getting impressions at the top of the search engine results page.
Absolute top impression share: tells you how well your appearance at the very top of the page is doing and if you’re actually getting impressions at the very top of the search engine results page.
Google recommends that if you currently use average position to analyze metrics, then for the next 6 weeks, you should start getting used to using the new metrics provided.
PPC Advertising is Ever-Changing
Although many advertisers find the average position metric significant, we have to keep in mind that pay-per-click (PPC) advertising is always evolving. It’s crucial that users now become well-versed with automated bidding tactics, which will soon take over and play an important role in their ad campaigns.
Contact UV Designs
At UV Designs, we analyze and create a proper PPC (pay–per–click) strategy to ensure the right keywords are targeted to maximize every dollar spent. We consider every detail by preparing your campaign with proper geo–targeting in mind as people are now searching locally more than ever. Contact us today!