The average position metric is to be phased out from Google Ads starting September 30

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 13, 2019, 9:25 AM UTC

This is to be replaced by two new metrics which will give a clearer view of where ads actually appear in a SERP.

From September 30 onwards, Google Ads is set to remove the average position metric and two new metrics will be introduced in its place. These include “absolute top impression” and “top impression.”

The absolute top impression metric refers to the first position in a SERP and top impression refers to any position within the top set of paid listings. Additionally, features like rules using average position and saved reports that filter on average position, among others, will also be disabled.

Google further stated that the older metric will be removed from the saved column sets and saved reports too. Advertisers can use the new metrics “when measuring and optimising for prominence.”

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