Post by account_disabled on Feb 28, 2024 5:41:55 GMT
Until September 30, 2019, a simple and intuitive metric indicated the average position of your advertisements during a campaign. Now this data has been definitively eliminated and many advertisers have been left stunned! Why was average position data removed from Google Ads? How can you adapt to this change? It's time to find out the answers! A DATA THAT IS NOT TOO "CORRECT" Many advertisers used average position to quickly assess whether they were ahead of their competitors. The idea was very simple: if the advert was first, it was seen before those of the competitors. Strategically, this approach is limited because Search ads are not billboards but are intended to generate clicks (and conversions).
Furthermore, the highest position may collect more Nigeria Phone Number clicks than the following ones but not necessarily be the one that converts the most! Aside from these considerations, Google's constant changes had long made the average position data incomplete. Today we have several ads that appear BEFORE the organic results and other ads that appear AFTER. But the average position didn't indicate whether your top-ranked ad was in the top or bottom block ! THE NEW METRICS To help advertisers analyze the performance of their ads, Google has added 4 new metrics: % Impressions (Top) % impressions (absolute top) Higher IQ on the search network IQ upper part. absolute (search) The first two metrics look at the percentage of impressions an ad receives at the top of the page and in the top position (absolute top).
The other two metrics indicate an ad's percentage of impressions divided by the estimated impressions it could have received for the same query , whether in the top or absolute top position. Without a doubt, 4 more complex metrics that must be examined together are less intuitive than a single immediate data. Which brings us to the next paragraph! AN ADVANTAGE OR A DISADVANTAGE? Google's message is clear: we shouldn't focus on superficial metrics but on conversions. On the other hand, the more the platform leverages Machine Learning to optimize the delivery of ads, the more we must trust it . And in fact we are noticing more and more features that are now being automated and “taking control away” from the advertiser. What can we do? Continue to prioritize conversion as the outcome to be achieved and work to optimize every aspect of our campaign to achieve that goal.
Furthermore, the highest position may collect more Nigeria Phone Number clicks than the following ones but not necessarily be the one that converts the most! Aside from these considerations, Google's constant changes had long made the average position data incomplete. Today we have several ads that appear BEFORE the organic results and other ads that appear AFTER. But the average position didn't indicate whether your top-ranked ad was in the top or bottom block ! THE NEW METRICS To help advertisers analyze the performance of their ads, Google has added 4 new metrics: % Impressions (Top) % impressions (absolute top) Higher IQ on the search network IQ upper part. absolute (search) The first two metrics look at the percentage of impressions an ad receives at the top of the page and in the top position (absolute top).
The other two metrics indicate an ad's percentage of impressions divided by the estimated impressions it could have received for the same query , whether in the top or absolute top position. Without a doubt, 4 more complex metrics that must be examined together are less intuitive than a single immediate data. Which brings us to the next paragraph! AN ADVANTAGE OR A DISADVANTAGE? Google's message is clear: we shouldn't focus on superficial metrics but on conversions. On the other hand, the more the platform leverages Machine Learning to optimize the delivery of ads, the more we must trust it . And in fact we are noticing more and more features that are now being automated and “taking control away” from the advertiser. What can we do? Continue to prioritize conversion as the outcome to be achieved and work to optimize every aspect of our campaign to achieve that goal.