What to Know About the Google Ads Replacement for Average Position
To help you fuller understand the new terminology in your Dashboard report and the changes that Google has made to drop the Average Position metric, here are the definitions of these two new important terms that appear in your reports.
Explanation of Search Top IS (Impression Share)
Search top impression share (IS) is the impressions you’ve received in the top location on the search result page divided by the estimated number of impressions you were eligible to receive in the top location. Use this metric to bid on the top page location.
The top location is anywhere ads appear above the organic search results. Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and quality.
Explanation of Search Abs. (Absolute) Top IS (Impression Share)
“Search absolute top impression share” is the percentage of your Search ad impressions that are shown in the most prominent Search position.
Absolute top impression share = absolute top impressions / total eligible top impressions
What this means for you:
By using two new metrics, Google more clearly details where your ads fall in the competitive auction for first page placement. Google no longer shows when your ads appear underneath the organic search results in position 6-10 or on the second page of search results.
By reviewing these new metrics, you can identify if your bids, budget, and quality score which are used to determine ad rank are high enough to support ads appearing in the positions above the search results either in any position or the very top position.
The Value of Our Monthly Google Ads Strategy Call
We love to provide the best Google Ads consulting and management service possible to our clients. At all levels of our service, we provide time for a monthly strategy call.
Here’s the value of a monthly call:
- We get a chance to check our current Google Ads strategy against your needs.
- We get feedback from you on what is trending in your business and in sales so as to rearrange our program if needed.
- We get an opportunity to review your budget to keep on track with your marketing plan and revise budgets up or down.
I personally find that when we have regular feedback from the client in regards to how Google Ads is working for them, that performance is better and customer satisfaction with Google pay per click is higher.
As team members who participate in your success, the synergy between business owner and myself allows better targeting of Google Ads activity to match your business needs.
Just Started Advertising on Google Ads? Tips on Determining Your Ad Budget
When you start advertising on Google Ads, how do you determine your starting budget?
There is no mystery to deciding your budget for Google Ads. I use the Keyword Planner to determine the best budget for starting out. Here are my tips.
- Create a list of 10 two to three word phrases that you feel will help drive qualified traffic.
- Go to your Google Ads account or ask your Google Ads consultant to run the numbers for you, but putting each keyword in the Google Keyword Planner to check for traffic, competition, and typical bids.
- Plan on these potential bids being about 20% lower than the real auction for clicks when your account is set up.
- Take the average of these ten keyword’s click costs and then decide how many clicks you would like to have a day before your ads stop showing.
- Look at the number generated in step 4 and determine if you can realistically live with this number. Never get over your head in regards to a budget that is way beyond your means. It is not typical to get leads in Google Ads the day ads serve. For some account it can take as long as three weeks for optimization to start to see the first lead conversion.
- Remember a lead conversion or beneficial action you are recording as a conversion is not always a sale. Sometimes it is just the first step in the sales process.
- Understand that it takes time for a Google Ads account to become profitable. Google Ads is a dynamic auction with bids changing for each query and many factors determining if your ads show or not.
- Work with a professional Google Ads account manager or consultant like McCord Web Services to get the most out of Google Ads.
I invite you to visit our website to learn more about Google Ads and our Google Ads consulting and account management services.