Pay per Click

Google Ads to Remove Average Position Metric on September 30

Google announced that the average position metric is getting removed from Google Ads starting the week of September 30.

It has been known since February that Google had plans to sunset the average position metric, but we didn’t have an exact date until now.

Google’s wording – “starting” September 30 – makes it sound as though the metric will be gradually removed from peoples’ accounts.

As a result of the average position metric getting removed, the following features will also be disabled:

  • Rules using average position
  • Custom columns using average position
  • Saved reports that filter on average position
  • Saved filters with average position

Lastly, Google notes that the average position metric will be removed from saved column sets, saved reports that use the average position column, and scorecards that use average position.

Why is Google Ads Removing the Average Position Metric?

Google is removing average position after introducing two new metrics that provide a clearer view of where ads actually appear in a SERP.

Those metrics include absolute top impression and top impression. Absolute top refers to the very first position in a SERP, while a top impression refers to any position within the top set of paid listings.

In an announcement in February, Google said:

“With the availability of these new metrics to understand prominence, we plan to sunset average position in September of this year. If you currently use average position, we recommend that you start using these new metrics when measuring and optimizing for prominence.”

Going forward, Google recommends using these new metrics as an alternative to the average position metric.

Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn. However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines. We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

Google Ads to Remove Average Position Metric on September 30 How Does PPC Advertising Work?

Once you have an amazingly written ad spiel, you can bid on a series of search phrases or keywords you want your advert to appear for. What placement your ad gets depends on two things: your bid price and your quality score. Your bid price is how much each click will cost you – so if you bid €1.50 and 100 people click on your advert, it will cost you €150.

Your quality score is decided from a number of factors including: your land page copy, your click metrics, your website’s metrics, amongst others.

Sounds simple enough?

Not quite, to get great conversion rates (people actually buying/signing-up for your offerings) takes a lot more than getting people to click on a link.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn.

However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines.

We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

We’ll take a look at the benefits of both services to help you decide the best fit for you business and the best way to reach your target audience.

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