What was the problem?
For the agencies, it was usual to hear their customers complain, when they saw that their most important keywords (that 20% of the keywords that bring 80% of the conversions) had a lower position than expected, thus creating an advantage for their competitors. This criticism in most cases was only based on the Average Position, while the share of impressions, conversions, profitability, etc. was not taken into account. The impression share (IS) is one of the most important metrics that exist in Google Ads and that in many occasions is not taken into account. A simple explanation of this metric is how much of the impressions we get for each search a user launches.
What solution has Google launched so that we are all happy?
Google decided to launch two new metrics: Absolute Top and Top, and eliminate the Average Position that so many headaches have given customers and consultants. In addition, the impression share metrics have been taken depending on whether it is Absolute Top or Top, so that we are all happy. I explain a little more carefully: the metric called Top includes Absolute Top Position. Top would be what we used to consider as the top 4 positions. Absolute Top (which is not for nothing, but it sounds like cocktail) would be the 1.0 position. And you will surely ask yourself, what about the rest of the positions? Google decided that the rest of the positions are counted as Anywhere on page. So everything would be summarized in this table.
And what about position based bid strategies?
For a long time there is the possibility of adding a bid strategy to campaigns and keywords to achieve a specific Average Position. Well, this strategy will be automatically changed to the bid strategy based on the impression share . It seems that Google decided to simplify this metric to make it easier for managers, customers and agencies to explain where we appear on the search engine page. For more information, you can visit Google support .