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rajia rimi
Jun 21, 2022
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Average position was one of the original metrics from Google Ads when Industry Email List it launched its search advertising product called AdWords. But as Search Network advertising has evolved, what was once a primary metric for making optimization decisions has lost its usefulness, and so Google has announced that it will be phased out Industry Email List later this year. This means advertisers will need to rethink some outdated bid strategies, update the reports they share with stakeholders, and figure out how new position metrics can replace what's outdated. But first, let me share my perspective Industry Email List on why this change is being made. Why 'average position' is a poor metric for understanding position Historically, the average position metric was useful because ads reliably displayed in consistent locations on the page. Knowing the average position of an ad Industry Email List meant that you knew where your ad appeared on a webpage. His physical “position” on the page correlated to the “average position” in the reports. For example, in the early days of AdWords, premium ads sold to large companies based on CPM were displayed above search results. The ads on the right side were reserved for Industry Email List small advertisers who paid by CPC through what was then known as AdWords Select. So, if you were an AdWords Select advertiser and your ad had an average position of 1, you understood Industry Email List that it was the first ad on the right side of the SERP. But then Google realized that the ads they put in premium placements on the CPM-based paying advertisers page made less money than the CPC ads on the right side. So they merged the two ad programs and made all advertisers compete for all placements on the page based on ad rank, a
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