[Average Position]

has been considered to be one of the most important metrics in the SEM world,

that you should be tracking… but let’s not misread the signs, it doesn’t mean to be  #1 on the SERP.

Of course, it’s important to be tracking the position where our ads are at, in comparison of the rest of the other ads in the auction, but the secret is to analyze what the data is telling us & to act towards it.

As we all know, Google loves to shake things up & as you can imagine… yup! they just recently announced that

[Average Position] metric will be replaced by 4 new metrics.

Wait! it’s not so bad, these new metrics are supposed to give you a much clearer understanding of your ads’ position!

New position metrics that you should understand:

Ads [location] metrics

1. Impr. (Absolute top) %

this metric shows your ad impressions shown as the very first ad above the organic results

[All of us would like to have the highest % on this metric… this should be our goal]

For a better understanding, this is how you calculate the metric:

search top impression rate = impressions on top/impressions

2. Impr. (Top) %

this one is kind of similar to the first one, but this metric shows your ad impressions shown anywhere above the organic results. [still above the non-paid search]

To calculate this one you need to have the first metric:

search absolute top impression rate = impressions on the absolute top/impressions

If you understand the metrics above, you’ll be able to comprehend better the changes in CTR [click/through rate] caused by the changes in the location of your ads.

Tip: don’t use these two first metrics to set your bids! They might decrease as bids increase.

Bid these metrics to improve ads location

3. Search(Absolute Top)

are the impressions your ad has received in the absolute top divided by the estimated # of impressions your ad was eligible to receive in the top location. 

For better calculations do it this way:

absolute top impression share = impressions on absolute top/eligible impressions on top

4. Search (Top) IS

impressions your ad has received in the top location compared to the estimated # of impressions the ad was eligible to receive at the top.

You can calculate it:

search top impression share = impressions on top/eligible impressions on top

Tip: use these last two metrics to set your bid if you’re looking to increase the % of your ads that show either on the top or absolute top of the SERP.

As you can see, the first two metrics show the specific indicator of page location. While the other two indicate the opportunity to show your ads in better positions.

Do you think this is a play for shifting focus on automated bidding strategies?