Google’s Sunsetting the Average Position Metric – What It Means for You
Published: February 28, 2019
Author: Tom Bodenheimer
Google recently announced they will be sunsetting average position in September 2019. With this news, and the recent introduction of new metrics, many advertisers will have to adjust the way we analyze performance and optimize our campaigns.
A quick rundown of the new Google metrics:
- Search (Absolute Top) Impression Share: The impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.
- Search (Top) Impression Share: The impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.
- Impr. (Absolute Top) %: The percent of your ad impressions that show in the top position.
- Impr. (Top) %: The percent of your ad impressions that show anywhere above organic results.
3Q’s take on this change:
Until now, we have leveraged average position, along with other metrics, to help analyze performance and optimize bids. Average position has its flaws, mainly in ambiguity.
The top and absolute top impression share metrics will give us more clarity into where our ads are showing, as well as show us available opportunity to push up and pull back bids. For instance, if performance is really good for a keyword, but absolute top impression share is high, then we would not have the ability to further increase bids efficiently. Conversely, if top impression share is low, then we would know that there is plenty of available opportunity to increase bids.
Google’s own article regarding this topic can be found here.