Google Ads has announced that it will be sunsetting the average position search metric this coming Monday, September 30, 2019. Google initially released this news last february and said in September they will be discontinuing average search position with the latest metrics.
The 4 metrics which are going to replace Average Search Position are:
1. Impression (Absolute Top) %
2. Impression (Top) %
3. Search (Absolute Top) IS
4. Search (Top) IS.
If you are still using the average search position, then now is the time to start utilising the new metrics as we are just a few days away from the sunsetting of the old search metrics.
So what are the new metrics and how to use them?
Search 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
Search absolute 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
Search (Abs. Top) IS
By dividing your impressions on Absolute Top by all conceivable top impressions, you can see where there’s greater chance to be the principal result a searcher sees. Normal position may reveal to you that you are in position 3 and that there is space to arrive at position 1, however it doesn’t disclose to you when the main achievable position 1 is at the base of the page and maybe not as profitable for you. Absolute Top impression offer considers if it’s even feasible for somebody to reach at the highest point of the page.
Search (Top) IS
This is the thing that you get when you divide your impressions on top of the search results by all possible impressions on top. Impression share for both top and absolute top discloses that how you’re doing over every single qualified auction.
These measurements are accessible to see at the campaign, ad group and keyword level. Two of these measurements will even be accessible at the search term level and in Auction Insights.
Not sure if you are ready to apply these changes to your ad campaigns? Contact me and let’s discuss it further