Google Clears Confusion Around Average Position
This is relatively important update for advertisers as most are outright confused by the "average position" metric that is currently reported by the platform. Why? Well, the average position can actually vary wildly based on the makeup of the search result page so it does not actually provide a clear picture of actual position.
There are instances for example when a first position may be at the bottom of the page (which could explain low click-through rates on certain keywords).
Google hopes to eliminate the confusion with the release of two metrics around the absolute top position on the page (i.e. what most people think of as position one) and two around all ad impressions that display above the organic results. Let's take a closer look:
- Impr. (Absolute Top) %: This metric shows the percent of ad impressions that are shown as the very first ad above the organic search results.
- Impr. (Top) %: The percent of ad impressions that are shown anywhere above the organic search results.
- Search (Absolute Top) IS: The impressions received in the absolute top location above the organic results divided by the estimated number of impressions advertisers were eligible to receive in the top location.
- Search (Top) IS: The impressions received in the top locations above the organic search results compared to the estimated number of impressions advertisrs were eligible to receive in the top location.
These data points will likely be well received by advertiers as the two Impression % metrics show when and where ad impressions display above the organic results and the two IS (impression share) metrics show the share of impressions that were eligible for top-of-page impressions, above the organic results.