I know many PPC managers who used this functionality religiously across a variety of clients, with specific goals in mind which benefited from this strategy. This feature allowed us to spend a set daily budget as fast as possible, rather than pacing it throughout the day. In addition to the removal of average position, on the 14th October 2019, Google removed our functionality to use ‘accelerated delivery’. Given that we will no longer be able to manually adjust our bids to appear in positions 2 or 3, we will have to rely on specific bidding strategies, for example ‘Target Impression Share’ or ‘Target Search Page Location’. However, I believe that this is yet another step in Google Ads’ shift to focusing on automated bidding strategies and machine learning. These indicate the percentage of impressions and impression share an advertiser’s ad receives in the absolute top (the first ad at the very top of the page) and top of page (above the organic results) ad slots.Īlthough average position has provided valuable insights to advertisers over the years, its removal is far from the end of the world. Google claim that advertisers will not lose any visibility on performance if they utilise the alternative position metrics, ‘search top impression rate’ and ‘search absolute top impression rate’. However, on the 30th September 2019, Google removed an advertiser’s ability to see the average position metric. Average position was a factor in the overall account strategy, as well as having an impact upon daily optimisations ranging from keyword bids, competitor analysis and even the choice of ad copy and extensions. When I first began working in PPC over 5 years ago, average position was a key metric that heavily influenced the way in which accounts were managed. Since then, Google has made several changes which limit the way PPC accounts can be manually managed, read on to find out why.
In my previous blog, I gave my thoughts on Google’s smart bidding features, and the risk of being heavily dependent on automation in its current form when managing paid search accounts.
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