Understanding The Importance Of Average Position In Digital Advertising

If you’re involved in digital marketing, you may have heard of average position. Bremic. in advertising reports or through Google Ads. But what exactly is it, and why is it important to understand? In this blog post, we’ll define what average position is, explain why you should use it, and discuss its importance in achieving your advertising goals.

Definition

Average position is a metric used in advertising reports to indicate where your ad appears on a search engine results page (SERP) relative to other ads. It’s based on the ad’s impression share and the position of each ad where the search engine shows it. For example, an average position of 1.0 means that your ad is always the first ad at the top of the page. However, keep in mind that average position doesn’t guarantee the absolute position of your ad on the SERP, as there are many factors that can affect its placement.

Why use Average Position?

Knowing your ad’s average position is crucial to understanding how well your ad is performing. It can provide insights into which keywords are effective in getting your ad to appear on the SERP, and which ones may need optimizing. Additionally, monitoring your ad’s average position can help you optimize your bid to maximize the likelihood of getting your ad in front of your target audience.

Why is it important Average Position?

Your ad’s average position plays a significant role in click-through rates (CTR) and conversion rates. Ads that appear above the fold and closer to the top of the SERP tend to have higher CTR and conversion rates, as they’re more visible to users. As such, achieving a high average position can significantly impact your advertising goals, whether it’s increasing brand awareness, generating leads, or driving sales.

How does it work?

The calculation of average position takes into account the ad’s impression share and position, which are both affected by the ad’s quality score and bid. Impression share measures what percentage of all possible impressions the ad received, while ad position measures the order of the ad compared to other ads on the same SERP. These metrics play a role in determining an ad’s click-through rate, thus impacting its average position.

Examples

Suppose you are running an advertising campaign for your online store, and your ad targeting the keyword “buy shoes online” has an average position of 2.0. This means that your ad is appearing, on average, in the second position below the top ad. However, if your ad has an average position of 5.0, it’s appearing, on average, further down the page, meaning fewer chances of catching a customer’s attention. Thus, by knowing your ad’s average position, you can make adjustments to improve its effectiveness.

Common Questions and Answers

Q: How can I improve my ad’s average position?
A: To improve your ad’s average position, you can increase your bid, optimize your ad targeting settings, or improve your ad relevance.

Q: Is the average position the same for all search engines?
A: No, the average position metric is specific to each search engine.

Q: How often should I check my average position?
A: It would be best to check your average position at least once a week to keep track of your ad’s performance.

In conclusion, understanding average position is essential for any digital marketing campaign. By keeping track of your ad’s position on the SERP and optimizing your bid and quality score, you can improve your ad’s CTR and conversion rates, leading to better advertising outcomes. So the next time you’re analyzing your advertising reports, take the time to assess your average position metric and use it to your advantage.