No More Average Position for Google Ads

The End of Era

This image is what came to mind when I heard that Google Ads is sending average position off to pastures with the old ‘Adwords’ brand name. My interest here is mostly nostalgia as in the good old days my advertisers sometimes had position specific strategies. These days, most folks are covered with the new impression share metrics and I tend to agree that choosing one or other impression top and absolute top impression share is more telling.

From the other side though, it is an indicator of how much Google likes to control their customers UX. They could give advertisers both metrics and let them decide for themselves but have decided they will fare better by removing average position for clarity sake.