{"id":7634,"date":"2019-09-06T14:09:38","date_gmt":"2019-09-06T06:09:38","guid":{"rendered":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/www.oom.com.sg\/?p=7634"},"modified":"2023-03-08T11:57:09","modified_gmt":"2023-03-08T03:57:09","slug":"google-ads-average-position-survival-guide","status":"publish","type":"post","link":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/www.oom.com.sg\/google-ads-average-position-survival-guide\/","title":{"rendered":"Google Ads Average Position: Survival Guide"},"content":{"rendered":"

In a previous post, we briefly talked about <\/span>Google\u2019s decision to phase out the average position<\/span><\/a>\u2014one of their oldest metrics that formed the foundation of most digital marketing strategies for almost the past two decades.\u00a0<\/span><\/p>\n

 <\/p>\n

The search engine will officially bid goodbye to the average position on the 30th of September <\/span>(EDIT: We first reported that average position will be removed on the 29th of September)<\/span><\/i>. It means that you still have plenty of time to get used to the alternative metrics Google has provided\u2014and you thought you\u2019re left empty-handed? We don\u2019t think so.\u00a0<\/span><\/p>\n

 <\/p>\n

Google seemed to have long prepared for the sunset of the average position by providing a suite of new alternative metrics nearly a year ahead of time. So, how would you survive in the event of such changes with them? Read more to find out.<\/span><\/p>\n

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The Alternatives To Average Position<\/h2>\n

In November 2018, Google introduced two new metrics for measuring auction performance and SERP Visibility: the Top and Absolute Top metrics.<\/span><\/p>\n

 <\/p>\n

1. Top Impression Rate<\/h4>\n

Shows you the percentage of your impressions that appear anywhere on top of the organic results.<\/p>\n

 <\/p>\n

Rate = Top Impressions\/Total Impressions<\/span><\/i><\/p>\n

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2. Absolute Top Impression Rate<\/h4>\n

On the other hand, is the percentage of your ads that appear on the very top of the SERP, above the organic results.<\/p>\n

 <\/p>\n

Rate = Absolute Top Impressions\/Total Impressions\u00a0<\/span><\/i><\/p>\n

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\"\"<\/p>\n

 <\/p>\n

Google announces its phasing out the average position metric on Sept. 30. 2019.<\/em><\/p>\n

 <\/p>\n

To complement these metrics, Google also rolled out the search top and search absolute top metrics. Whereas the top impression rates are used to tell the location of your ads, the impression rates are metrics you can bid to improve your ad locations:<\/span><\/p>\n

 <\/p>\n

3. Top Impression Share<\/h4>\n

Is the rate at which you turned opportunities to appear at the top of the SERP into actual top impressions.<\/p>\n

 <\/p>\n

Share = Top Impressions\/Eligible Top Impressions<\/span><\/i><\/p>\n

 <\/p>\n

4. Absolute Top Impression Share<\/h4>\n

Is the rate at which you turned opportunities to appear at the topmost part of the SERP into actual absolute top impressions.<\/p>\n

 <\/p>\n

Share = Absolute Top Impressions\/Eligible Absolute Top Impressions\u00a0<\/span><\/i><\/p>\n

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\"\"<\/p>\n

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Why Is Google Removing Average Position Anyway?<\/h2>\n

There\u2019s hardly any better explanation than this: Google thinks the metric isn\u2019t useful anymore.<\/span><\/p>\n

 <\/p>\n

The signs of the impending retirement of average position have been popping up since last year\u2014and two key indicators were the rolling out of the new ad position metrics in 2018 as well as the addition of <\/span>click share reporting to Search campaigns<\/span><\/a> in February.\u00a0<\/span><\/p>\n

 <\/p>\n

The announcement about the average position came at the foot of the news about the click share, a metric that was first available for Shopping campaigns since 2015. It\u2019s the estimated share of all achievable clicks that you have received in an ad.\u00a0<\/span><\/p>\n

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What Happens Next?<\/h2>\n

In light of the removal of the average position, we should now transition to using the new metrics introduced last year. We should also be prepared for what the update entails.\u00a0<\/span><\/p>\n

 <\/p>\n

Along with the average position, its functions will also be disabled which are as follows:<\/p>\n

 <\/p>\n

\n
    \n
  1. Rules using average position\u00a0<\/span><\/li>\n
  2. Custom columns using average position\u00a0<\/span><\/li>\n
  3. Saved reports that filter on average position\u00a0<\/span><\/li>\n
  4. Saved filters on average position <\/span><\/li>\n<\/ol>\n<\/blockquote>\n

    The average position will be removed from any saved column sets, reports, and scorecards in dashboards.<\/p>\n

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    \"\"<\/p>\n

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    \n

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    Say Goodbye To Average Position On September 30<\/h2>\n

    Your next step seems pretty clear. Although the metric has provided you with valuable insights into your advertising strategies, you should by now, be ready for its looming removal from your Google ads account.\u00a0<\/span><\/p>\n

     <\/p>\n

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    Summary<\/h2>\n

    First, while still there, continue to take advantage of the average position. If you\u2019ve found the metric useful in optimising your bids in the past, there\u2019s no reason you move past it before September.\u00a0<\/span>While at it, it also isn\u2019t too early to start familiarising yourself with the new metrics. It\u2019s now also time to review your campaigns and its factors\u2014reporting and bidding, to name a few\u2014that rely heavily on average position before it\u2019s gone for good.\u00a0<\/span><\/p>\n

     <\/p>\n

    Google isn\u2019t likely to backtrack and so shouldn\u2019t you, too. Learn what the new metrics, top and absolute impressions mean to your account and reconfigure your reports to adapt to them.\u00a0<\/span>If you\u2019re clueless on how to adapt to these changes, don\u2019t worry, we\u2019ve got you covered! As a <\/span>digital marketing agency in Singapore, we have been working on advertising strategies that make the most sense for our clients. We\u2019re excited to what lies ahead of average position\u2019s phasing out.\u00a0<\/span><\/p>\n

     <\/p>\n

    Get in touch with us today to learn more about how our <\/span>SEM services in Singapore<\/span><\/a> can help you.\u00a0<\/span><\/p>\n

     <\/p>\n

    How do you think you\u2019ll survive at the impending sunset of the average position? Share your thoughts by leaving a comment!\u00a0<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

    In a previous post, we briefly talked about Google\u2019s decision to phase out the average position\u2014one of their oldest metrics that formed the foundation of most digital marketing strategies for almost the past two decades.\u00a0   The search engine will officially bid goodbye to the average position on the 30th of September (EDIT: We first […]<\/p>\n","protected":false},"author":16,"featured_media":9905,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wds_primary_category":0,"footnotes":""},"categories":[2259],"tags":[9,4,576],"class_list":["post-7634","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-marketing-solutions","tag-search-engine-marketing","tag-sem-2","tag-sem-agencies"],"acf":[],"_links":{"self":[{"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/www.oom.com.sg\/wp-json\/wp\/v2\/posts\/7634","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/www.oom.com.sg\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/www.oom.com.sg\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/www.oom.com.sg\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/www.oom.com.sg\/wp-json\/wp\/v2\/comments?post=7634"}],"version-history":[{"count":0,"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/www.oom.com.sg\/wp-json\/wp\/v2\/posts\/7634\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/www.oom.com.sg\/wp-json\/wp\/v2\/media\/9905"}],"wp:attachment":[{"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/www.oom.com.sg\/wp-json\/wp\/v2\/media?parent=7634"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/www.oom.com.sg\/wp-json\/wp\/v2\/categories?post=7634"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/glutenfreepleasure.com\/__proxy_domain\/www.oom.com.sg\/wp-json\/wp\/v2\/tags?post=7634"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}