{"id":22041,"date":"2019-09-24T13:59:37","date_gmt":"2019-09-24T13:59:37","guid":{"rendered":"https:\/\/www.geotelecom.mx\/?p=22041"},"modified":"2024-10-24T15:38:00","modified_gmt":"2024-10-24T13:38:00","slug":"posicion-media-google-ads","status":"publish","type":"post","link":"https:\/\/www.geotelecom.mx\/en\/blog\/position-media-google-ads\/","title":{"rendered":"Goodbye to the Average Position in Google Ads"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">A few months ago Google announced that one of its main metrics would no longer be available: the average position.\u00a0<\/span><br \/>\n<span style=\"font-weight: 400;\">Instead, Google offers 4 metrics that are intended to provide much more information to managers and thus make our job easier when it comes to management:\u00a0<\/span><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/position-media-google-ads\/#Pero_%C2%BFque_significan_estas_metricas\" >But what do these metrics mean?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/position-media-google-ads\/#%C2%BFQue_quiere_decir_esto\" >What does this mean?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/position-media-google-ads\/#Entonces_%C2%BFen_que_metricas_debemos_fijarnos\" >So what metrics should we look at?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/position-media-google-ads\/#Y_%C2%BFque_hay_de_Shopping\" >And, what about Shopping?\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n\n<ul style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Percentage of impressions in the absolute top.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Percentage of impressions at the top.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Absolute top impressions quota.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Quota of impressions at the top.<\/span><\/li>\n<\/ul>\n<h2 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"Pero_%C2%BFque_significan_estas_metricas\"><\/span><b>But what do these metrics mean?\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\"><b>Percentage of impressions at the absolute top<\/b><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">This is the percentage of times the ad appears above the organic results and above its competitors, i.e. in first position.<\/span><\/p>\n<p style=\"text-align: justify;\"><b>Percentage of impressions at the top<\/b><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">This is the percentage of times the ad appears above the organic search results.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">These 2 metrics help us to know how many times our ad appears in the first position or above the organic search results.<\/span><\/p>\n<figure id=\"attachment_22042\" aria-describedby=\"caption-attachment-22042\" style=\"width: 859px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/parte-superior-2.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-22042 size-full\" title=\"Printing Percentage Top\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/parte-superior-2.png\" alt=\"Percentage of top printing\" width=\"859\" height=\"187\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/parte-superior-2.png 859w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/parte-superior-2-300x65.png 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/parte-superior-2-768x167.png 768w\" sizes=\"(max-width: 859px) 100vw, 859px\" \/><\/a><figcaption id=\"caption-attachment-22042\" class=\"wp-caption-text\">Percentage of top printing<\/figcaption><\/figure>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Number of times an ad has appeared at the absolute top relative to the number of times Google Ads estimates it could have appeared in that position.<\/span><\/p>\n<p style=\"text-align: justify;\"><b>Top impression quota<\/b><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Similar to the previous one but in this case it is the ratio between the impressions that our ad has appeared at the top in relation to those that could have appeared above the organic search results.<\/span><\/p>\n<figure id=\"attachment_22044\" aria-describedby=\"caption-attachment-22044\" style=\"width: 851px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/Parte-superior.png\"><img decoding=\"async\" class=\"wp-image-22044 size-full\" title=\"Top printing fee \" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/Parte-superior.png\" alt=\"Top printing fee\" width=\"851\" height=\"217\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/Parte-superior.png 851w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/Parte-superior-300x76.png 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/Parte-superior-768x196.png 768w\" sizes=\"(max-width: 851px) 100vw, 851px\" \/><\/a><figcaption id=\"caption-attachment-22044\" class=\"wp-caption-text\">Top printing fee<\/figcaption><\/figure>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Until now, we were looking at the Average Position to know where our ads were being shown, but the truth is that the information we were seeing was not entirely relevant.<\/span><span style=\"font-weight: 400;\"> It does not give us the position in which our ad is displayed within the search page, but the position in relation to the other ads competing for that keyword.\u00a0<\/span><\/p>\n<h2 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"%C2%BFQue_quiere_decir_esto\"><\/span><b>What does this mean?\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">That an average position of 1 may indicate that our ad is showing above our competitors, but it could be showing at the bottom of the page, below all organic results.\u00a0<\/span><\/p>\n<figure id=\"attachment_22045\" aria-describedby=\"caption-attachment-22045\" style=\"width: 809px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/2019-09-24_11h54_07.png\"><img decoding=\"async\" class=\"wp-image-22045 size-full\" title=\"Average Position \" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/2019-09-24_11h54_07.png\" alt=\"Position 1 Google\" width=\"809\" height=\"531\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/2019-09-24_11h54_07.png 809w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/2019-09-24_11h54_07-300x197.png 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/2019-09-24_11h54_07-768x504.png 768w\" sizes=\"(max-width: 809px) 100vw, 809px\" \/><\/a><figcaption id=\"caption-attachment-22045\" class=\"wp-caption-text\">Position 1 Google<\/figcaption><\/figure>\n<h2 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"Entonces_%C2%BFen_que_metricas_debemos_fijarnos\"><\/span><b>So what metrics should we look at?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Like everything in life, it depends.\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">For example, if we have a campaign in a search network in which we bid for the name of our brand or business, we will probably always try to be in the first position. <strong>above organic and competitor results<\/strong>. Until now we looked at the mean position and looked for a value between 1 and 1.1 , but this did not assure us anything. In this case, we must look at the <strong>Percentage of impressions at the absolute top<\/strong>. We will know how many times we are in the first position and we will be able to raise the bid if we are not achieving our goal.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">On the other hand, if we want to make sure that we are at the top of the search results page, <strong>above organic results<\/strong>we must look at the <\/span><span style=\"font-weight: 400;\"><strong>Percentage of impressions at the top<\/strong>. We will know in what percentage we came out above the organic results. On the contrary, looking at the average position we would not know if we were achieving our goal.<\/span><\/p>\n<figure id=\"attachment_22046\" aria-describedby=\"caption-attachment-22046\" style=\"width: 803px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/2019-09-24_12h04_06.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-22046 size-full\" title=\"Top Position \" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/2019-09-24_12h04_06.png\" alt=\"Generic Google search\" width=\"803\" height=\"681\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/2019-09-24_12h04_06.png 803w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/2019-09-24_12h04_06-300x254.png 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2019\/09\/2019-09-24_12h04_06-768x651.png 768w\" sizes=\"(max-width: 803px) 100vw, 803px\" \/><\/a><figcaption id=\"caption-attachment-22046\" class=\"wp-caption-text\">Generic Google search<\/figcaption><\/figure>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">In terms of metrics <\/span><span style=\"font-weight: 400;\"><strong>Absolute top share of impressions<\/strong> y <strong>Top impression quota<\/strong>If you have to take into account that these are estimates that Google makes based on their algorithms, so it is a data that we can consult, but it is not very reliable. They take into account parameters such as segmentation or the estimated traffic of a particular <em>keyword<\/em>We do not know for sure how they are weighted to calculate the value. For this reason, we recommend looking more at printing percentages than at printing quotas.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Y_%C2%BFque_hay_de_Shopping\"><\/span><strong>And, what about Shopping?\u00a0<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">One of the problems with the average position was that we could not see data on Shopping campaigns. On the contrary, with these metrics we can see in which positions our products are displayed.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">If, for example, we have a product that we know has the best price, we may be interested in looking for a <\/span><span style=\"font-weight: 400;\">Percentage of impressions in the absolute top. We will know in what percentage of the impressions we come out on top and we can get an idea of what position we are getting with the bidding we have. If in a product we have a % Impression Top 90% but a 10% in the % Absolute Top Impression, we will know that our bid is higher than most advertisers, but, there are one or two competitors who are bidding strongly for that product.\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">For all these reasons, we believe that the withdrawal of the average position metric is far from being a problem. It is outdated and the information it was offering us is inferior in quality to that offered by these new metrics.\u00a0<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Goodbye to Average Position in Google Ads\nA few months ago Google announced that one of its main metrics would no longer be available: the average position.\nIn its place, Google offers us 4 metrics that aim to provide much more information to managers and thus, facilitate our work when managing:\n\n \tPercentage of impressions in the absolute top.\n \tPercentage of impressions at the top.\n \tShare of impressions in the absolute top.\n \tShare of impressions at the top.\n\n\nBut what do these metrics mean?\nAbsolute top share of impressions\nThis is the percentage of times the ad appears above the organic results and above its competitors, i.e. in first position.\nPercentage of top impressions\nIt is the percentage of times the ad appears above the organic search results.\nThese 2 metrics help us to know the number of times our ad appears in first position or above the organic search results.\n\nNumber of times an ad has appeared in the absolute top in relation to the number of times Google Ads estimates that it could have appeared in that position.\nShare of impressions at the top\nSimilar to the previous one but in this case it is the ratio between the impressions that our ad has appeared at the top in relation to those that could have appeared above the organic search results.\n\nUntil now, we were looking at the Average Position to know where our ads were displayed, but the truth is that the information we were seeing was not entirely relevant. It doesn't give us the position in which our ad is displayed within the search page, but the position in relation to the other ads competing for that keyword.\nWhat does this mean?\nThat an average position of 1 may indicate that our ad is showing above our competitors but it could be showing at the bottom of the page, below all organic results.\n\nSo what metrics should we look at?\nLike everything in this life, it depends.\nFor example, if we have a search network campaign in which we bid on the name of our brand or business, surely we always want to be in the first position above the organic results and competitors. Until now we looked at the average position and we were looking for a value between 1 and 1.1, but this did not assure us anything. In this case, we should look at the Percentage of impressions in the absolute top. We will know how many times we are in the first position and we can raise the bid if we are not achieving our goal.\nOn the other hand, if we want to make sure we are appearing at the top of the search results page, above the organic results, we should look at the Percentage of impressions at the top. We will know at what percentage we appear above the organic results. On the contrary, looking at the average position we would not know if we were achieving our goal.\n\nAs for the metrics Share of impressions at the absolute top and Share of impressions at the top, we have to keep in mind that they are estimates that Google makes based on its algorithms, so, it is a data that we can consult, but it is not too reliable. They take into account parameters such as segmentation or estimated traffic for a particular keyword, but we do not know for sure how they weight to calculate the value. Therefore, we recommend looking more at impression percentages than impression shares.\nAnd what about Shopping?\nOne of the problems with average position was that we couldn't see data on Shopping campaigns. In contrast, with these metrics we can see in which positions our products are displayed.\nIf, for example, we have a product that we know has the best price, we may be interested in looking for a Percentage of impressions in the absolute top. We will know in what percentage of impressions we come out first and we can get an idea of what position we are getting with the bid we have. If in a product we have a % Impression Top 90% but a 10% in the % Absolute Top Impression, we will know that our bid is higher than most advertisers, but, there are one or two competitors who are bidding strongly for that product.\nFor all these reasons, we believe that the removal of the average position metric is far from being a problem. It is outdated and the information it was offering us is inferior in quality to that offered by these new metrics.\u00a0<\/p>","protected":false},"author":42,"featured_media":22051,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[26],"tags":[234,255],"class_list":["post-22041","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","tag-google-ads","tag-posicion-media"],"_links":{"self":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/22041","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/comments?post=22041"}],"version-history":[{"count":1,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/22041\/revisions"}],"predecessor-version":[{"id":230296,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/22041\/revisions\/230296"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media\/22051"}],"wp:attachment":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media?parent=22041"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/categories?post=22041"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/tags?post=22041"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}