What happens after Average Position is gone
Google Ads has announced it will no longer report on ‘average position’ later this year. To learn more about this change, check out my post on Search Engine Land. Optmyzr can help make the transition smoother as one of the most frequently used original AdWords metrics sails into the sunset later this year.
Average Position in Reports
When the ‘average position’ metric disappears from all reports, Optmyzr will automatically handle this in scheduled, automated reports. Specific details will be shared as we get closer to the sunset date but we plan to make this a seamless transition for our customers.
For example, any report templates that include the ‘average position’ metric will continue to work even if you don’t make any change. We will simply remove the metric that is no longer supported by Google so that your reports will continue to be delivered uninterrupted to your clients and stakeholders.
Average Position in Rule Engine Recipes
Some advertisers have used the Optmyzr Rule Engine to automate a bid-to-position strategy that relies on ‘average position.’ Rules that contain the deprecated metric will stop working when Google no longer reports average position because any comparisons will fail. In other words, if your rule says to change a bid if the average position > 2, that comparison against ‘greater than 2’ will fail so the rule will be broken.
To make the transition easier, advertisers who have active rules that are impacted will receive a notification from us as we get closer to the date in September when average position will no longer be available.
Alternatives to Average Position in Automated Rules
The Optmyzr Rule Engine can still be used to change bids (among many other things it can automate) based on position goals. Instead of using the ‘average position’, you can use one of the newer metrics like ‘Impression (Absolute Top) %’.
For example, for a brand term where you’d like your ad to be in first position and appear above the organic results, you could check if the impressions at the absolute top are close to 100%. If they are not, this could be because your bid or quality score (QS) are too low. Remember Google has a top promotion threshold and if you’re below that level, even if your ad is ranked first, it won’t be eligible to show at the top of the page. So if you then find that QS is good (7 or higher), you could boost your bid to try and cross the threshold to get your ad at the top.
The beauty of the Rule Engine is that you have the ultimate flexibility in turning your optimization process into an easily repeatable automation that you can deploy quickly across all your accounts. The example above is just one way to do it but our hope is that you will leverage the full power of the tool to help you manage accounts the way you like.
Optmyzr is committed to building tools to make PPC pros more efficient and that includes making this transition to a post-average position world easier, and offering alternative ways to achieve your position-based goals. Stay tuned for more details soon.