Google Is Getting Rid Of Average Position!
Have you heard the news? Google is getting rid of average positions! On Tuesday 26th February Google announced that average positions would be coming to an end. Instead of focusing on average position, the search engine giant wants its users to start reporting on impression share. Here at Absolute Digital Media, we’re taking a closer look at the coming changes.
New Ad Position Metrics
To some marketers, the announcement that Google will be getting rid of average positions is nothing new as, in November last year, Google Ads introduced four new metrics to enable marketers to gain a better understanding of where their ads will appear on the SERPs.
Following the announcement, Google stated that: “It’s important to understand where your ads appear on the search results page. For example, knowing if your ad shows more (or less) often at the very top of the results can help you diagnose significant changes in clickthrough rate. And knowing what percentage of eligible top impressions you are already capturing helps you determine if you should do more to increase your bids and quality.”
“Therefore, we’re rolling out four new metrics over the next several weeks that – unlike average position – provide clear insights on where your ads are appearing on the search results page”.
But, There’s No Need To Panic…
If Google getting rid of average position is new to you, there’s no need to panic just yet. While Google are yet to announce the exact date that average positions will be scrapped, no changes will be made until September, meaning that there is plenty of time to restructure campaigns and produce new strategies.
Why Your Business Should Use Google Ads
Businesses can benefit from using Google Ads in multiple ways. In addition to being a flexible marketing platform that delivers fast, transparent results, business can increase their leads and customers with Google Ads.
Here’s why else you should be using Google Ads for your business:
Measuring performance in Google Ads is easy. Not only are these several traffic-based metrics to help measure the performance of your ad including click-through rate, quality score and clicks, but you can also monitor conversion-based metrics such as conversion rate and cost per conversion. Google Ads also provides the opportunity to measure return on investment, which enables users to identify the best way to spend their budget.
“For example, if you find that a certain campaign is generating a higher ROI than others, you can apply more of your budget to the successful campaign and less money to campaigns that aren’t performing well. You can also use ROI data to try improve the performance of the less successful campaigns.” – Google Ads
In addition to holding 90% of the search market, the search engine processes more than 3.5 billion searches every day. While these searches won’t be relevant to every business, a large proportion of them will be. This provides businesses across the globe with the opportunity to continue to propel their brand awareness and recognition which, in turn, will help to generate more leads and conversions.
Target The Right Audience
Targeting the right audience has never been easier. Google Ads offers a number of audience targeting options including demographics, affinity, in-market, custom intent and similar audiences. The platform also provides users with the opportunity to target one ad to more than one page about certain topics. To do this, Google Ads “analyzes web content and considers factors such as text, language, link structure, and page structure. It then determines the central themes of each webpage and targets ads based on your topic selections.”
Other content targeting options including placement, content keywords and display expansion for search.
Easily Control Your Advertising Costs
A major advantage of using Google Ads is the ability to spend as much or as little as you would like. Whether you want to spend £1 or £1000, Google Ads offer great flexibility. Once a Google Ad has been created, users can change their budgets as and when they would like to, making it easy control exactly how much is being spent. Marketers can also choose from numerous other budget factors including accelerated spending.
Google Ads state that: “The standard delivery method aims to distribute your budget evenly across the entire day (12:00 a.m. – 11:59 p.m.) to avoid exhausting your budget early on.”
“This method can also help you avoid spending your entire budget in the morning. For instance, if you run a gourmet food delivery business, you’d want to make sure that you reach customers at breakfast, lunch and dinner.”
If you are yet to delve into the world of PPC, there’s no better time to than now. For more information about our services, get in touch with a member of our expert team on 0800 088 6000, today.