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Average Position Retired now comes Top Impressions

Average Position gets the Boot in Google ads

Google AdWords specialists for years enjoyed a statistic that showed how well their adverts were showing compared to their competitors. The Average Position statistic showed you your average position in the pecking order of adverts for which the keyword competed in the advert auction.

However google announced its retirement and kicked it out of the office in September.

There are some reasons why, one of which is that average position didn’t tell advertisers how often their advert actually appeared at the top of the page, since quite often, adverts are only displayed below the organic search results. So you might have an Ave. Pos. of 1, but rarely shown above the bottom of the page, this is simply telling us that we always appeared above other ads from our competitors.

I still think this is a useful metric, but since it only applies to text ads, and not to other ad formats such as shopping ads or Youtube videos, we can understand why it’s been retired.

Instead, marketers can use several new metrics to guage the level of exposure and position of their adverts.

Top Impression Rate

This is the fraction of all your ad impressions that appeared at the top of the SERP page above the Organic block of results. It is expressed as a percentage. Top Impressions / Total Impressions.

But wait, this is slightly confusing, because there can be several text ads shown above the Organic block.

So, there is a metric for showing how often you appeared in the absolute topity tip-top position, and it is called predictably

Absolute Top Impression Rate

Absolute top impressions / total impressions. This is equivalent to the position 1 before, but only when it’s in the top most position of the SERP.

Top Impression Share is perhaps more useful. This metric is showing how often your ad showed in the top area of the SERP page compared to how often you could have. So, let’s say your ad scheduling lowers bids at certain times of the day, and other advertisers are leapfrogging above you, you will see a reduced Top Impression Share.

Top impressions (your ads) / total impressions (you were eligible for)

Next, there is Absolute Top Impression Share

This is just as the previous, but relates to how often you appeared at the very first position of adverts at the top of the page, above the organic results.

If you’d like help with your internet presence, please contact us for more information.

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