Google Ads to Remove Average Position Reporting Metric
Welcome to 5 Fold Agency, your go-to source for top-notch consulting and analytical services in the business and consumer services industry. In this article, we will discuss the recent announcement made by Google regarding the removal of the average position reporting metric in Google Ads, and how this change impacts businesses like yours.
Understanding the Average Position Reporting Metric
Before diving into the implications of this change, let's first define what the average position reporting metric in Google Ads signifies. The average position metric measures the average position of your ad in the search engine results page (SERP) compared to other ads.
Historically, this metric provided valuable insights into the visibility and competitiveness of your ads. Advertisers have been using average position as a key performance indicator (KPI) to optimize their ad campaigns, aiming to secure higher positions for increased visibility and click-through rates.
The Removal: Why and What It Means for Your Business
Starting September 30, 2019, Google Ads has phased out the average position reporting metric, replacing it with new and more robust metrics. This decision comes as a part of Google's ongoing efforts to enhance advertising transparency and performance insights.
While the average position metric has served advertisers well for many years, Google believes that it often leads to confusion, as the position does not necessarily equate to prominence or ad visibility. Therefore, the introduction of replacement metrics aims to provide businesses with more accurate and meaningful data.
Wondering how this change affects your business and what you should do about it? Don't worry, as we've got you covered. Our team of experts at 5 Fold Agency will guide you through this transition and help you leverage the new metrics to your advantage.
The New Metrics: What to Expect
Google has introduced four new metrics to replace the average position reporting metric:
- Absolute Top Position Rate: This metric indicates how often your ad appeared at the very top of the SERP, above all organic results.
- Top Position Rate: Similar to the absolute top position rate, this metric measures how frequently your ad appeared at the top of the SERP, including both above and below the organic results.
- Search Absolute Top Impression Share: This metric represents the percentage of times your ad was displayed at the absolute top position compared to the number of times it could have been.
- Search Top Impression Share: Like the above metric, this one calculates the percentage of times your ad appeared at any position above the organic results.
These new metrics provide a more nuanced understanding of your ad's visibility and prominence on the SERP. Rather than focusing solely on average position, you can now analyze your ad's performance based on its appearance in the absolute top position or any position above the organic results.
Optimizing Your Ad Campaigns
Now that you are aware of the changes and the new metrics introduced by Google Ads, it's time to optimize your ad campaigns to make the most out of the available data.
At 5 Fold Agency, we understand the importance of data-driven decision making. Our team of experienced consultants will work closely with you, analyzing the performance of your ad campaigns using the new metrics. We will help you identify areas that need improvement and implement strategies to achieve optimal results.
Subheading: Maximizing Absolute Top Position Rate
With the new Absolute Top Position Rate metric, it becomes critical to focus on securing the topmost position on the SERP. By appearing above all organic results, your ad gains maximum visibility and increases the chances of attracting clicks from potential customers.
To maximize your Absolute Top Position Rate, our experts will conduct thorough keyword research, optimize your bids, and refine your ad copy. We will craft compelling ad campaigns that align with your business goals and drive higher conversions.
Subheading: Enhancing Search Top Impression Share
While the Absolute Top Position Rate is crucial, it's equally important to consider the Search Top Impression Share metric, which includes positions both above and below the organic results.
Our team will analyze your ad performance across the search results page, identifying opportunities to increase your Search Top Impression Share. By strategically positioning your ads, we can help you gain more visibility and outperform your competitors, resulting in improved brand awareness and higher click-through rates.
Conclusion
In conclusion, the removal of the average position reporting metric in Google Ads presents an opportunity for businesses to adapt their advertising strategies and leverage the new metrics introduced by Google. At 5 Fold Agency, we specialize in helping businesses navigate changes in the digital landscape and optimize their ad campaigns for maximum performance.
Contact our team today to learn more about how we can help you drive your business forward in the ever-evolving online advertising world.
