Prepare for the average position retiring, as it has become less valuable in recent past year, announced Google Ads Tuesday.
Typically, average position describes how an ad ranks against other ads. It “reflects the order that your ad appears versus the other ads in the ad auction,” said Google.
Google said will be retiring average position reporting from Google Ads later this year.
Now, that average position going away, Google recommends to use new metrics that it rolled out recently to measure and optimize prominence.
“We understand it’s valuable to know how prominently your ads show on the search results page,” wrote Google.
To this end, back in November last, Google introduced four new ad position metrics.
Here are details of these new metrics available today to Google Ads advertisers.
“Impression (Absolute Top) %” and “Impression (Top) %”, describes the percentage of impressions and impressions share the ads received in ad slots.
The ad slots include at the top of the page [above the organic results], and absolute top of the page [first ad at the very top of the page].
“Top and Absolute Top impression share metrics have given my clients a clearer idea of where their ads show on the search results page.”
Here is an example screen shot of Top and Absolute Top impression share metrics:
Google notes, by using these two metrics, advertisers can have a “much clearer view of their prominence on the page than average position does.”
To complement above metrics, Google also introduced a second lot of new metrics that include “Search absolute top impression share” and “Search (Top) IS”.
According to Google, the above two metrics are helpful when an advertiser wants to optimize for position.
For those whose goal is to get the ads to a prominent location in the search results (SERPS), Google recommends using the “Target Impression Share Smart Bidding” strategy.
The sunset of average postion metric will happen in September of this year.