Google loves making changes, and this September, 30th will see another one. On that day, Google is doing away with the “Average Position” indicator. Don’t get too sad, though! Your favorite metric might be going away, but the Big G is bringing in four new ones to keep your attention.
They’re removing the metric because it doesn’t have the same relevance it once did. Since Google now displays ads in a variety of quirky ways, the indicator wasn’t accurate. The metric mentioned positioning, but not whether the ad appeared above or below the fold. That’s a considerable omission because there’s a massive difference between the two.
Google Unveils Several New Metrics
Ads above the fold tend to outperform ones below it handily. Therefore, the metric was virtually worthless for real-world applications. The new terms refer to the “top” and “absolute top” of the SERPs. Top ads are the ones that appear literally on top of all other organic search results. “Absolute top” is a term for the advertisement that’s first in the order above organic results.
So, the meaning now is precise. The term “Absolute Top” is the highest position achievable by an ad (or by an organic result.) That should bring additional meaning and clarity to people who work with Google Ads.
Learn What the New Metrics Mean
Keep these two terms in mind while getting a grasp on the new metric Google is bringing in to the mix. They now have several new metrics to study:
|Top impression rate||This metric tells the percentage of ad impressions that received delivery in a position above organic results.|
|Absolute top impression rate||This metric refers to the number of impressions the ad received as it sat in the top ad spot above all organic results.|
|Search top impression share||This metric (expressed as a percentage) shows how many of the ads received delivery in the very first position above any organic entries.|
|Search absolute top impression share||Is the metric (expressed as a percentage) that tells how frequently the ad when it was in the first ad position above organic results.|
As you may imagine, Google is now making it clear to see that the uppermost top ad gets the lion’s share of volume. That means those who pay for the top position will also get the most traffic and the most significant number of conversions.
People who need to know this new information should have little trouble understanding it. People may debate whether this move is significant, primarily because the metric held little meaning. The new terms and parameters should be a bit better overall at conveying the message.
Search Is Evolving Rapidly
Google will continue to make these types of changes as the way people search evolves. Their placements for ads has been aggressive, and it’s unlikely that will change much moving forward. Those with large budgets that can afford the top positions need additional analytics tools to see how their investment is performing. Google Ads are not cheap, so measuring their performance is always a top priority.
If you’re managing Google Ads yourself, it can be a daunting task to deal with constant changes. In light of fluctuations, it’s not always easy to pinpoint what’s causing an issue. There are a few rules that anyone can follow that will help them manage their campaigns.
A Few Tips to Keep Your Campaigns Winning
Always start with a small budget, so losses have a limit. Online ad companies will take any amount of money you set as a budget. They can spend $10,000 in one second if you configure the campaign that way. So be careful, and set reasonable limits everywhere.
Also, it’s worth knowing as much as you can about the Quality Score. Better scores mean you pay less for ads, so it’s a crucial metric worth understanding.
Drill down into keywords and stick with conversion terms mainly. Perhaps most important of all, turn off irrelevant keywords. If a customer is looking for a generic type of product you don’t sell, remove that phrase, so you don’t have to pay for ads. Those types of clicks are a waste and will eat up your budget faster than anything else.
Eliminate Waste to Get More from Ads
Reducing waste while improving accuracy is the best way to get more from your budget. Most campaigns fail because the cost per click is too high. That means the targeting is off and the company is paying too much overall. That’s a situation worth avoiding because Google provides plenty of tools to allow anyone to filter the reduced traffic.
It’s also worth paying careful attention to geotargeting. It makes sense only to advertise to people in a serviceable geographic area. Anything else will be a waste of resources.
It’s also worth mentioning the importance of conversion optimization. Tweaking the ads is one thing, but improving the offer and landing page is a better way to get more sales. Once the page is ideal, then ramping up ads makes complete sense. Most people do it in the opposite direction and send as much traffic as possible to a non-performing page. That leads to a high price for ads and a reduced conversion rate.
Even the best ad campaign will never make up for a weak offer. It’s worth working with professionals if you discover your ad campaigns are not getting a return.
The higher cost of having someone else handle the campaigns doesn’t matter in the face of better revenues. Higher revenues give you even more money to reinvest in digital marketing. That will keep your company name in front of engaged prospects. Ultimately, the ads are the key to driving sustained growth because Google has so much traffic. It’s vital to get their visitors to become your customers with a fantastic strategy. The new metrics will help you stay at the “Absolute Top” of Google. It’s a thrilling exciting time to be an advertiser.