Google Ads Killed Average Position Use This Instead

SAMANTHA EYERLY | September 30, 2019

article image
Let the mourning period begin: Google Ads officially killed average position on Sept. 29. Actually, it will be just fine. when life gives you lemons, make lemonade. Or, in this case, use “top” and “lost impression share” metrics instead. Previously, average position showed the order your ad appeared versus competitors’ ads in the ad auction. For example, if the Avg. Pos. column read 1.2, your ad generally showed between the first and second ad positions. However, the first and second ad positions aren’t always placed at the top of the page. The ad in the first position could have been shown at the bottom of the page, below organic results. Average position didn’t really give advertisers clear insight as to where ads appeared on the page, so Google killed it.

Spotlight

Atomic London

NEVER QUIET. The principle behind everything we do. Creating ideas that are hard to ignore, difficult to forget, easily more effective. We are a modern, independent creative company in the heart of Clerkenwell, London. For the last four years we’ve built a close relationship with brands looking for different kinds of answers to all kinds of challenges.

OTHER ARTICLES

Criteo announces new traffic generation solution to increase the engagement

Article | March 13, 2020

Criteo S.A. the global technology company powering the world’s marketers with trusted and impactful advertising, today announced global availability of its marketing solution for traffic generation, which helps advertisers connect with new audiences to drive engagement and increased website traffic. Previously in beta testing with over 750 clients, our Traffic Generation solution enables marketers to influence prospective users in high-intent moments as they research, compare and consider different brands. The launch expands Criteo’s portfolio beyond lower-funnel retargeting and includes over 300 in-market audiences that retailers and brands can tap into martech news.

Read More

Who are your real brand friends? How to communicate with customers during a crisis

Article | April 2, 2020

Note to readers: for the rest of this article, just substitute the word “brand” every time you read “friend.” I was honestly shocked that I had so many friends to start with, and that so many I hadn’t heard from in forever still had my contact details (even if all they had was my email address, and I can’t think of a less effective method of getting my attention). Nevertheless, friends started coming out of the woodwork to “touch base,” as all of us went into work-from-home isolation. At last count, over 350 friends had contacted me- and after seeing what they all had to say, I’ve noticed that there are basically three types of friend in a crisis.

Read More

How to Restore Competition in Digital Advertising Markets and Protect Users

Article | March 2, 2020

After a careful analysis, the British Competition and Markets Authority (CMA) concluded that Google and Facebook dominate many online markets, including search, social media, search advertisement, display advertising, and open display advertising. The agency also concluded that while some of this concentration is due to specific market failures, these companies’ dominance is also due to a series of artificial barriers to entry and expansion of competitors that “if addressed through appropriate remedies could profitably sustain competition between a number of” players.

Read More

Most Advertisers Shifting, Not Canceling, Media Campaigns Amid Pandemic, Advertiser Perceptions Report Finds

Article | March 31, 2020

While 89 percent of advertisers have been disrupted by COVID-19, only a third have canceled a campaign outright. The rest are changing their media mix and/or looking to shift their spending into the second half of the year. Despite the shifting of current media dollars, fully 81 percent of advertisers expect to cut ad budgets significantly this year, and 68 percent expect to spend less next year because of the pandemic.

Read More

Spotlight

Atomic London

NEVER QUIET. The principle behind everything we do. Creating ideas that are hard to ignore, difficult to forget, easily more effective. We are a modern, independent creative company in the heart of Clerkenwell, London. For the last four years we’ve built a close relationship with brands looking for different kinds of answers to all kinds of challenges.

Events