Adieu to Google Ads Average Position (Avg Pos)

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Adieu to Google Ads Average Position (Avg Pos)

Yes! It’s time to say goodbye to avg position in Google ads. Avg pos is been a part of Google ads from the start, now it’s time to say Adieu.

Average position

Avg. pos. will no longer be available starting September 30, 2019.

First of all, let’s rewind what is avg position.

Avg position is an important metric that plays a major role in Google ads. It helps to show us in which place to ads is displayed in real-time among your competitors.

Advantages of Avg Position:

1, Helps to display where you are in Google search engine.

2, Helps to increase the keywords bidding if your lower in position then your competitors

3, Helps to increase the device bidding if your lower in position then your competitors.

Uhmmmm If avg position is gone what is the alternate for it???????????????

Here is the answer!!!!!!!!!!!!!!!!!!

Top Impression Share and Absolute Top Impression Share and Top Impression Rate and Absolute Top Impression Rate is a replacement for Avg Position.

Now let’s see what is Top Impression Share and Absolute Top Impression Share and how its helps and compensate for avg position

Top Impression Share:

Search top impression share “Search top IS” is 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.

Search top impression share = Impressions on top/eligible impressions on top

Absolute(Abs) Top Impression Share:

Search absolute top impression share “Search abs. top IS” is 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.

Absolute top impression share = Impressions on absolute top/eligible impressions on top

Top Impression Rate:

Search top impression rate “Impr. (Top) %” is the percent of your ad impressions that are shown anywhere above the organic search results.

 Search top impression rate = Impressions on top/Impressions

Absolute(Abs) Top Impression Rate:

Search absolute top impression rate “Impr. (Abs. Top) %” is the percent of your ad impressions that are shown as the very first ad above the organic search results.

Search absolute top impression rate = Impressions on the absolute top/Impressions

Let’s move on to how we will identify whether our ads are in the top or absolute top by the end of the day/month using this metric????????????????

Let us go with an example for easy understanding:

Top Impression Share : 

In your Google ads accounts, you are eligible for receiving 2,22,222 top impressions/day based on your keywords targets, locations, and promotions, but you have received only 100,000 impressions for that day because on your bidding, competition, and budget.

Now let’s go-to formula

Search top impression share = Impressions on top/eligible impressions on top

Derived:

Eligible impressions on top = Impressions on top (Your Campaign Impressions)/Search top Impressions Share (IS from Auction Insights)

Let’s See How Search Top Impression Share Work 

Hypothesis: For example, if you have 45% of Top Impression Share in Auction, and if you are eligible for 100%. 

How to Calculate Your Eligible Impression Share

Let’s say you have 100,000 impressions in a campaign with an Impression Share of 45%.

That means your ad was shown 45% of the time and not shown 55% of the time.

So:

45% of x = 100,000

x = 222222

Your ad was shown 100,000 times from 2,22,222

To show an ad on the top of organic search results, you need to improve impression share as well as maintain top Impression Rate on the other hand. 

To be on the top of the impression, you should improve your impression share. This impression share depends on targeting settings, approval statuses, quality, bidding, budget and so many factors over time and course of the day that the ad run in an auction. So Google Ads analyzes the ad auctions and includes all auctions that your ad showed in(Impressions) above the organic search results and the auctions where your ad competed but did not show(IS Lost).

How to Improve Search Top IS  and What to be considered?

Small thing but a tricky one!!!

1) Raising your budget (Increase the percentage of total impressions) and Raising the bid (The probability of your ad shown in an auction). 

2) Targeting: If you increase your regional targets, you may see a decrease in impression share. 

That’s because there are now more potential impressions available for your ads. 

3) Last but not least improve your ad quality.

Same goes for Absolute Top Impression share

Top Impression Rate:

In your Google ads accounts, if you have 100000  impressions/day based on your keyword, targets, locations, and promotions, but you were received 55% of top impressions rate for that day depending on your Ad rank(Keywords, Ad Relevance, LP Relevance), bidding, competition, and budget. 

Now let’s go-to formula.

Search top impression rate = Impressions on top/Impressions

Let’s say you have 100,000 impressions in a campaign with an Impression Top % of 55%.

That means your ad was shown 55% of the time anywhere above the organic search results

So Impression Top % * Impressions = Ads Shown anywhere above the organic search results( Search top impression rate “Impr. (Top) %)

55% * 100,000 = 5,500‬

Your ad was shown 5,500‬ times from 100,000

Same goes for Absolute Top Impression rate

Conclusion:

Impression share and rate will be most grateful for advertisers to know how much percentage their ads are getting on top and very 1st position (Absolute Top) 

In order to improve the position of the ads we have improved the impression share metrics, once the share metric is improved automatically impression rate will improve and your ads will serve on topmost of the time.

2019-08-30T15:04:22+00:00 PPC Advertising|

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