Are you aware of the most recent Google Ads update? There’s a big change just around the corner, and we want to make sure you’re prepared for it. This shift will have an impact on any Google Ads you may be running to optimize your property management marketing results. Today, we’re taking a minute to let you know what’s going on and how it will affect your search results.
Google Ad’s Update Says Goodbye to the Average Position Metric
On 30 September 2019, Google will forever take away its average position metric. This metric has been pretty popular among online advertisers.
If your property management company has been optimizing your Google Ads, you are probably already familiar with this metric. Or, perhaps you have a superb marketing company that is managing your marketing campaigns for you, and you’ve noticed the average position metric on your marketing reports. It’s a pretty common data point.
Understanding the Metric
Even though we’re losing this metric, it played an important part in your digital marketing strategy. This metric shed some light on where your ads are showing up in search results.
You want to be in first or second place when you’re buying a Google Ad, because those positions ensure you’re ahead of any organic search rankings. There are a lot of metrics to look at when you’re evaluating your Google Ad campaigns, but this one has been especially effective because it tells you where you might want to increase your bids and where you should leave things as they are.
If your ad falls well below the second position on the search results page, you could be losing some potential clicks because you won’t get as many people finding you and your ad.
Optimizing Google Ad Campaigns in the Future
We’ll still have some good data, even with the loss of the average position metric. Google is replacing it with a new metric – called top impression share and an absolute top impression share.
What does this mean?
Think about total impressions as a cake. Top impressions are the best slices of the cake because they get the most icing.
Your top impression share represents the number of delicious cake slices that you get.
So, you can now expect to see a top impression share metric on your campaign reports when you’re reviewing your marketing results. If you’re wondering what to look for, we can tell you that a top impression share of 80 percent or greater overall is healthy.
But, these numbers don’t mean everything, so don’t get too obsessed with where you land. There are other benefits to your marketing campaign that you have to consider. For example, the lifetime customer value of all those owners who are clicking your ads and getting to know more about your property management company.
Top impression share gives us more information than we gleaned from the average position metric. We won’t bore you with the details right now, but you can contact us at Fourandhalf to learn more or to ask any questions about this new Google Ads update.
