Google Ads Is Getting Rid of Average Position on September 30

author image Written by: Jérôme Léon           Categories - In The News, SEO Tips>Ad Management

Google To Sunset Average Position Metric

As announced by Google earlier this year, average position will soon no longer be part of Google Ads. Google will begin sunsetting the average position metric the week of September 30. Instead of average position, Google says advertisers should transition to using the position metrics introduced last year. These four new search ad position metrics focus on search top impression rate and search absolute top rate to indicate the percentage of impressions and impression share your ads received in the “absolute top” and “top” of page ad slots. Google’s reasoning behind the decision to eliminate average position is that it feels the metric is no longer useful.

The New Metrics

Google’s next chapter for metrics will focus on clarity. Google feels it has introduced newer metrics that better inform advertisers about what they primarily care about: that their ads are shown in places where they will drive more business. The following are four new metrics introduced by Google:

  • Impression absolute top %
  • Impression top %
  • Search absolute top impression share
  • Search top IS

The metrics tell advertisers two things: how often their ads are at the top of the page when they get an impression, and what share of all the top of page impressions they’re getting.

google search
Source: Google
In the announcement post, Google Ads product manager Pallavi Naresh gave the following rationale for the decision: “These new metrics give you a much clearer view of your prominence on the page than average position does.” Having a clear idea of your prominence on the SERP is essential to making informed bidding decisions. Evidently, Google feels the four new metrics are more insightful as far as bidding strategy is concerned.

What Can We Expect to Change

Starting from the beginning of the week of September 30, functions like rules using average position, custom columns using average position, saved reports that filter on average position and saved filters with average position will be permanently disabled. Average position will also be removed from any saved column sets, saved reports that use the average position column but don’t filter on it, and scorecards that use average position in dashboards. We will also see the return of ValueTrack parameter for easier information tracking about ads.

Jérôme Léon

Microsoft Launches Responsive Search Ads Beta to All Advertisers


Microsoft Now Enables RSAs to Advertisers

Microsoft Advertising globally opened responsive search ads, allowing all advertisers to start testing responsive search ads in their Microsoft Advertising accounts. Responsive search ads (RSA) were initially introduced by Google last year. The system serves up a combination of headlines and descriptions provided by the advertiser.

 What Are Responsive Search Ads?

During the open beta, advertisers can input up to 15 headlines and four lines of descriptions in each through the web interface, Editor, the bulk API, or existing RSAs from Google Ads campaigns.

Microsoft Responsive Search Ads
Source: Microsoft
Microsoft suggests using 8 to 10 headlines that do not include similar phrases, along with different descriptions. Since the combinations can serve in any other way, headlines and descriptions must work together in various orders. The best performing ad combination are identified and reported to the advertiser, while the underperforming ads do not serve up again. The combination can contain up to three titles and two descriptions. An ad strength gauge appears in the RSA editing window as a rough indicator of RSA performance. One responsive search ad can generate more than 32,000 ad combinations, and marketers can adapt the text ads to closely match what someone is searching for when they search for it.

How to Get the Best Out Of RSAs

  • “Create responsive search ads in the same campaigns with your current expanded text ads to avoid impression and click loss when testing effectiveness of responsive search ads,” says Microsoft.
  • The more headlines and descriptions provided, the higher the probability of the ad being more relevant.
  • Microsoft recommends pinning positions 1 and 2 for headlines and position 1 for description if order is your concern.
  • The company also encourages using and regularly reviewing the RSA performance widget to understand how responsive the search ads perform.

Google and now Microsoft both enabling RSAs is expected to make machine-learning powered format the new standard. RSAs seem to be the direction that text ads and ad testing will continue heading, with the ad systems actively determining creatives at the time of auction and adjusting based on historical performance.

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Facebook Ads Gets Consumer-Focused Clear History Tool


New Tool Will Let Users Clear History on Facebook, Offer Greater Transparency for Marketing Data and Facebook Ads

Have you ever searched for something on Amazon or another online store then watched, mildly creeped out, as Facebook Ads suddenly start promoting exactly what you looked for? It’s a little disconcerting–and Facebook agrees. That’s why they’re introducing a “clear history” that will allow users to delete the off-site activity that marketers track through the Facebook pixel. While this is great for transparency and offers a more ethical approach to user data and how it is used in marketing, it does mean some significant changes for digital marketers using Facebook.

How Does the Facebook Pixel Work? How is it Changing?

The Facebook Pixel is a feature that tracks when Facebook users visit advertiser websites, allowing that information to be used for ad targeting on Facebook itself. Basically, it’s a marketing tool that makes it easier to target specific audiences and users already interested in a topic or product. It uses off-site data to help marketers make more effective ads and serve up ads that directly target primed users. As mentioned above, though, the targeting can come across as creepy, especially when it runs into the idiosyncrasies of human behaviour. Clear History is the name of Facebook’s platform tool that will let users see all the tracking, pixel, and search data and then opt-out of the tracking.

What Does this Mean For Marketers?

Basically, this tool is an opt-in feature. If users want this sort of tracking and marketing info, they don’t need to do a thing–but considering Facebook’s recent history, it’s likely more and more users will want to opt out. This means that marketers dependent on data from the Facebook Pixel and other channels might be in for a bit of a rough time adjusting to these changes. Targeted ads are great when done properly, but no one wants to see tons of ads for a screen protector once they’ve looked up tips for repairing their phone screen. Facebook is attempting to make things a bit more transparent and open, at least with regards to off-site data and targeting. Our advice? Don’t put all your eggs in one basket when it comes to advertising, and develop and grow your own audience!

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