Step-by-step instructions to Optimize Google Ads New Metrics When Average Position Disappears

Google has reported that the “average position” metric will never again be upheld beginning in September.

The retirement of one of the most seasoned measurements positively appears as though it could have been gotten ineffectively. 

Be that as it may, things being what they are, most sponsors approve of the declared change, particularly in light of a portion of the new position measurements Google has acquainted with supplanting normal position.

Here’s the manner by which the new “top” and “absolute top” measurements can complete a superior position than normal position ever could while directing publicists to enhance their PPC accounts.

To start with, here are the new measurements Google presented in the previous year that they feel can enable sponsors to all the more likely see how their promotions are getting along, and that is subsequently observed as the swap for the normal position metric is being resigned.

Measurements to Understand How Often Your Ad Was at the Top or Absolute Top When It Was Shown – Google Ads New Metrics

• “Impr. (Abs. Top) %” – The percentage of received impressions that were at the very top of the page
• “Impr. (Top) %” – The percentage of received impressions that were above the organic results

Google Ads New Metrics  – Understand Opportunities to Get More Impressions at the Top

• “Search absolute top IS” – The percentage of opportunities to appear at the absolute top you’re actually turning into impressions in that space.
• “Search top IS” – The percentage of opportunities to appear above the organic results you’re actually turning into impressions in that space.

Google Ads New Metrics  – Understand What Optimization to Do

Budget and rank are the two factors for losing impression share at the top or absolute top.

• Search lost absolute top impression share (budget)
• Search lost absolute top impression share (rank)
• Search lost top impression share (budget)
• Search lost top impression share (rank)

Scenario 1: Only ads that meet the relevance threshold can show at the top

• Advertiser 1: position 4 (the final ad above the organic results)
• Advertiser 2: position 4 (the first ad below the organic results)

For Both advertisers, it’s showing the ads are in an average position of 4.0

But for one, it’s an impression above organic results and for a second it’s an impression below organic results. Therefore, only one advertiser gets a better fare than the other.

The reason for this: The Ad to appear depends upon other factors too: Location, The Landing page/website relevancy, and Ad Rank/ Quality Score.

If the ad copy is not meeting certain relevancy requirements it may still be shown on the first page but not be promoted above the organic results and will be positioned below organic results.

So, Now this Google Ads new Metrics introduced will help? Let’s see how?

With this new Impressio Top % metric – an advertiser can understand whether their ads were good enough and meet those relevancy requirements.

In the above-stated example above, the advertiser whose ad was in position 4 and shown at the top of the page would realize the quality of the ad.

And the second advertiser, being in the same position, will now be able to access their ad doesn’t qualify for the top-of-page promotion and that’s why appearing below organic results.

Scenario 2: 3 Advertisers with the same average but with different positions calculations.

• Advertiser 1: position 1 + 4 + 4 → avg. pos. 3
• Advertiser 2: position 2 + 3 + 4 → avg. pos. 3
• Advertiser 3: position 1 + 5 + not shown → avg. pos. 3

These advertisers could make better optimization decisions if they understood how their average position was attained.

How often were they shown at the top of the page and how often were they the absolute top ad?

Let’s see how these new metrics help them in optimization.

Advertiser 2 will never get the absolute top impression as they never were on Position 1 like others. And hence need to work more on quality scores.

For Advertiser 3 the impression top % is only 50%

When You Raise Bids to Get More IS but Instead Get Lower IS

PPC experts should be aware of the fact that when they increase the bids in order to fix Low Top IS it actually exacerbates the problem further and increase the IS loss.

The Reason for this: High Bids led the eligible keywords to participate more in auctions and in those new auctions, they may lose the more top impression than the current set of auctions.

This is as similar to how when we decrease the bids resulting in poor CPA. As There too it led to eligible keywords for fewer good auctions where conversion may have been more frequent.

We at Leads Dubai, Being Google Partner for Google Ads Services always keep our team up to date with each and every new small or big update being introduced and implement them in our campaign to give good and much better results to our clients.