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In August 2019, Google Ads announced that it would be removing average position in September of this year.
What is Google Ads Average Ad Position?
When competing in the Google Ads auction, you’re assigned an Ad Rank based on your bid and your Quality Score. Ad Rank, in turn, determines where your ad lands in the paid search results, therefore, determining your ad’s position.
Why is Average Ad Position Going away?
Google doesn’t think it’s a useful metric anymore.
In November 2018, Google Ads rolled out some new metrics pertaining to auction performance and Search Engine Results Page (SERP) visibility. These moves are also necessary to try and make automated bid strategies more effective.
Here are the new metrics as of November 2018.
Top impression rate tells you the percentage of your total impressions that are coming from the top of the SERP (above the organic results).
Formula: Top impression rate = Top impressions / Total impressions
Absolute top impression rate tells you the percentage of your total impressions that are coming from the very top of the SERP.
Formula: Absolute top impression rate = Absolute top impressions / Total impressions
Top impression share tells you 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.
Formula: Top impression share = Top impressions / Eligible top impressions
Absolute top impression share tells you 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.
Formula: Absolute top impression share = Absolute top impressions / Eligible absolute top impressions
Here’s What You Need to Do Now
Here are some action items going forward:
We found the average position to be a pretty useful tool when competing for a highly targeted ad position. But, with this option eliminated, you can continue to take your real estate Google Ads campaigns to the next level by familiarizing yourself with top impression share and absolute top impression share.
Hit us up with questions or comments in the comments section below!