Businesses throughout the United Kingdom utilise a variety of different marketing techniques to attract new customers, one popular form of advertisement is Google Ads, a form of Pay Per Click Advertising. However, PPC ads can be quite confusing to those without experience in the digital marketing industry, so if you would like to ensure your business gets the most out of this powerful formof advertisement, get in touch with an experienced and knowledgeable PPC agency, such as PPC Junkies, a team of Pay Per Click experts with over 10 years of experience.

Average Position Metric Removed From Google Ads?

Any avid users of the Google Ads platform to advertise your business in the paid search results of Google Search will have noticed that the Average Position metric was removed a few months ago in September. Now some time has passed and we have had some time to analyse the situation, it's quite easy to understand why Google chose to remove this feature and why it probably isn't the life changing issue that some thought it may have become.

Simply put; Google removed the metric because they didn't think it was particularly useful. Upon reflection we would agree, some of the feedback given in this metric could be confusing at times, for example Google Ads' PPC advertisements can appear either at the top of the organise search results or the bottom and when visiting the results, your advertisement may be at the top of the Ad pack, but if that

advertisement is at the bottom of the page, the user still has to scroll down to find your advertisement. The average position doesn't give information regarding the location of your advertisements, only their position in the ordering of the paid search results. So even though your advert may have a high average Ad rank position, it might be performing poorly due to the advertising's location. On the other hand, you could have an advertisement consistently ranking at the bottom of paid search results, but because it has been appearing in the advertising slot at the top of the search results instead of the bottom, it has been getting better results.

What Is Replacing The Average Position Metric?

In order to provide more informative metrics to Google Ads users, a new range of metrics have been released regarding both SERP visibility and auction performance. The new metrics include:

  • Top Impression Rate
    This metric explains what percentage of your total impressions are coming from advertisements which are located above the organic results.

  • Absolute Top Impression Rate
    This metric tells you what percentage of total impressions are coming from the very top of the SERP, also known as Absolute Top or paid search rank 1.

  • Top Impression Share
    This metric shows the rate at which opportunities turn into impressions at the top of the SERP.

  • Absolute Top Impression Share
    This metric shows the rate at which opportunities at the very top of the SERP turn into impressions at the very top of the SERP. Also known as absolute top of the SERP or paid search rank 1.

Are The New Metrics Better Than Average Position?

There are some mixed thoughts regarding the removal of Average Position and its replacement. Some argue that Average Position was a very relative metric and it's difficult to measure anything against it because you don't know what it's relative to, whereas the new metrics are much more specific and give you far more detailed information. The impression based metrics now help you to identify success and adjust PPC advertising campaigns in order to maximise clicks.

On the other hand, some people are sad to see the metric removed as for many it provided very valuable insights. However, it is important to remember that PPC is a consistently evolving digital advertisement method, which means as time goes on metrics and features will be retired and new ones will take their place.

How Can You Make Sure That Your Advertisements Stay Up To Date And Utilise The Latest Metrics Correctly?

Those who were using Google Ads for PPC advertisements who created reports and custom columns using average position will find that their scripts are no longer running and have been disabled. So how can you stay up to date with the latest changes to Google Ads and make sure that your PPC advertisements are using the latest metrics correctly in order to boost visibility and conversion rates? Here at PPC Junkies, we highly advise consulting a PPC expert who can provide expert keyword research, in depth reviews of analytics, and provide monitoring of the account.

We've been managing successful PPC campaigns for over 10 years so we really know what we're doing. By working with us you get the best possible bang for your buck. We have a thorough understanding of the inner workings of Google Ads and Quality Score, so by combining this knowledge with our hard work and passion, we can increase click through rates, lower cost per acquisition and increase return on investment. In fact, our team have a proven track record; in the past, we have been able to increase click through rates for existing Google Ads users by 35-60%. This includes someclients who have previously worked with other well-known PPC agencies in the past.

Our Google Qualified Professionals can get you up and running in the same day.

PPC Junkies, The PPC Experts; Call Our Friendly Team Today To Make An Enquiry

Here at PPC Junkies, we focus 100% on PPC management. We're a team of specialists who know the ins and outs of the Pay Per Click advertising world. We have what it takes to high volumes of well-qualified traffic to your website; we want all of our clients to benefit from our intelligentand analytical approach to a pay per click advertising campaign.

If you would like to speak to our friendly and dedicated team of experts, you can call us on 0845 373 0596. Our team will be happy to help you with your enquiry, providing you with additional information regarding our PPC services.

Alternatively, you could contact our team online. You can do this in three different ways!

1. By sending an email to sales@ppcjunkies.co.uk.

2. By using the “chat with us!" live-chat feature in the bottom right of your screen.

Or by filling out our contact us form and our team will respond as soon as possible.

Where to Find Us

Head Office

Building 4 Millars Brook Molly Millars Lane Wokingham Berkshire RG41 2AD United Kingdom

London Office 71-75 Shelton Street Covent Garden London WC2 9JQ United Kingdom

0845 373 0596