Google recently announced that there won’t be Average position metric in Google ads anymore since September End. Why is it being removed?
Average position metric is just a rank given to your ad based on the auction among bidders and quality score it will not guarantee the top position in SERP. This indicates there won’t be custom columns and saved reports that are attached to the average position metric. Also, Google wants more advertisers to use automatically generated bids rather than manual bids.
Instead of the average position metric, Google introduced two new metrics “Absolute top impression and Top impression.
It is the first position of the ad above the organic results on search engine result page. The percentage of ad impressions in the first position above organic result is called Absolute Top Impression rate.
Absolute top impression rate=absolute top impressions/impressions.
It refers to any position in the top listings above the organic search results. The percentage of ad impressions anywhere above the organic results is called Top Impression rate.
Top impression rate=top impressions/impressions.
Along with the above two metrics, we get Absolute Top Impression share which allows the advertisers to calculate the number of impressions in the absolute top (first position above organic results) and Top Impression share allows the advertisers to evaluate impressions anywhere above the organic search results. These two metrics are useful to improve the location of the ads.
So, overall the ranking of your ads in Google ads will not be primarily based on the quality score and CPM (cost per thousand impressions), the new metrics will allow your ad to rank even without those criteria and Google wants advertisers to move to automated bidding strategies rather than manual bidding to help to improve the ad rank within the budget which just makes the experience a lot easier.