What does our PPC Strategist have to say about the changes?

As you would expect our Google Ads team have been reviewing these changes and working on new strategies and plans to ensure they get the best results for our clients. Our PPC strategist Anthony Potts explained that prior to the changes it was easier to predict and plan which position your ad would be in.

If you were higher than planned you could lower your bid, if you were lower than planned you’d just increase it until you get to where you wanted. With the new system, the main challenge we face is strategising for a specific ad position as that data is now less clear.

In some cases, you may find more value in position 3 than 1 and vice-versa. A PPC strategy is all about spending the least amount of money to receive the highest possible returns and while the new metric is useful in many other ways it will require a complete reassessment of your strategy

Example Search Result With ‘Absolute Top’ and ‘Top’ Metrics Highlighted

Is it better than before?

This wasn’t one of those changes Google made to close a loophole or an exploit, it’s purely a decision-based on user experience and clarity of data. 

The problem with the Average Position index was that it gave little insight into both how you are performing next to others as well as where exactly position 1 was located on the page. In some instances, you could even have been placed first but still appear at the bottom of the first page. 

This new metric focuses on both the section above the organic results as well as your share of coverage in these spots. Both give a clearer and simpler way to assess and review your ads performance and decide if you are getting value for money or not. 

Whether you liked the old system or not the new metric of assessing your ad’s position will inevitably give you a clearer insight into how effective they are performing. You might struggle at first to get ad placements in positions which best suit your plans however you will still be gaining a deeper insight into its performance as a whole.

Like all changes, there may be some room to improve and for some users, it may take a little while to fully get to grips with it but at the end of the day. If the result is better clarity of data and more transparent results than the benefits will be enjoyed by all.


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