In 2019, Google Ads underwent significant changes, some of which altered the way we analyze and adjust campaigns. One of the most impactful changes was the removal of the average position metric.
To understand the impact of this change and how to adapt, it is essential to revisit what this metric represented and what replaced it.
The End of Average Position
The average position metric was widely used to understand where your ad appeared in the auction. For example:
- Average position 1: The ad consistently appeared in the first position.
- Average position 2.5: The ad alternated between the second and third positions.
This metric allowed for a clear evaluation of how the ad performed relative to the competition. However, it didn’t indicate whether the ad was at the top of the page or in less visible areas.
The Replacements with More Relevant Metrics
To replace the average position, more precise and useful metrics were introduced:
- Search Top Impression Share: Measures how often your ad appears at the top of the page.
- Search Absolute Top Impression Share: Shows how often the ad occupies the absolute first position.
These new metrics are more relevant because they show exactly where the ad appears, helping to understand its real visibility to users.
The Impact on Advertisers
With the removal of average position, advertisers had to adjust their monitoring and optimization strategies. The new metrics not only offer more clarity but also highlight the importance of focusing on visibility rather than just competing for arbitrary positions.
This change also reinforced the need to:
- Focus on user experience to improve the Quality Score.
- Track conversion metrics, rather than solely focusing on position.
- Adjust bids based on conversion and visibility data.
This change was a game-changer, guiding advertisers towards a more strategic, results-driven approach.
What Was Phased Out and Why
In 2019, Google Ads not only changed how advertisers monitor their campaigns but also removed metrics and strategies that had been pillars in ad management for years.
These changes brought both challenges and opportunities, requiring adaptation for those who wish to remain competitive.
A New Perspective
The average position was the benchmark for many advertisers to assess the performance of their ads. The metric showed whether the ad was, on average, in the first, second, or third position in search results.
This created an obsession with achieving the top positions, without necessarily considering the efficiency of those positions in terms of conversion and cost-effectiveness.
These changes encourage advertisers to prioritize metrics of real impact, such as conversions and ROI, instead of just competing for positions.
Desired Overachievement Share
Another significant change was the removal of the Desired Overachievement Share, a strategy that allowed direct competition with specific rivals.
With this metric, advertisers could set a percentage to surpass a competing domain, creating direct competition.
Google Ads now focuses on the top of the page or the first position, eliminating the need for specific disputes between competitors. This reflects a more strategic view:
- Reduces unproductive position disputes between advertisers with low-quality scores.
- Promotes a performance-oriented approach, considering cost and relevance to the target audience.
This requires advertisers to adapt to a new logic, where the focus is on delivering value to the audience and maximizing results, rather than engaging in visibility disputes that may not translate into sales or engagement.
The Discontinuation of Accelerated Delivery
Another important change was the removal of accelerated ad delivery, a feature that allowed ads to be shown quickly until the daily budget was spent.
Although this functionality was useful in specific scenarios, such as remarketing campaigns focused on the first hours, its removal has brought clear benefits to the overall efficiency of campaigns.
Why Accelerated Delivery Was Discontinued
Google identified that accelerated delivery did not align with the principles of Machine Learning, which aims to maximize results based on audience behavior and ad performance.
Showing ads repeatedly in a short period to the same user did not always generate conversions, leading to wasted budget.
Additionally, the feature often created a false expectation among new advertisers, who believed that showing ads as much as possible was the secret to selling more.
In reality, displaying ads to the right people at the right time is what truly impacts sales.
The Impact for More Experienced Advertisers
While the removal was welcomed to avoid abuses and mistakes, some experienced professionals lamented the loss of this functionality.
In specific situations, such as high-urgency remarketing campaigns — for example, product launches or flash sales — accelerated delivery allowed for performance more aligned with the limited time window of opportunity.
Today, strategies such as increasing the budget during the most important period or setting up time-targeted campaigns still allow for replicating part of this approach without sacrificing efficiency.
The Positive Side of the Change
The elimination of this feature protects advertisers from impulsive strategies that quickly consume the budget without delivering the expected return.
It forces a more strategic approach, based on the algorithm’s continuous learning, optimizing ad delivery to maximize results.
In the end, the removal of accelerated delivery reinforces one of the pillars of Google Ads: quality and relevance outweigh volume and display frequency.
This change encourages everyone to trust in the power of Machine Learning to adjust ad delivery to the real intentions of the target audience, promoting smarter and more profitable campaigns.
The Updates You Need to Know
Google Ads has undergone significant changes, and some of these bring new strategic possibilities for advertisers. Let’s take a look at these updates that can transform how you work with campaigns.
Updated Keyword Planner
The Keyword Planner has received notable improvements, maintaining its core logic but with more reliable data and additional features. If you haven’t used it in a while, it’s worth revisiting.
The updates provide more precise insights and detailed information to optimize your campaigns. This tool, essential for strategy development, now offers more confidence in predicting keyword performance.
Gallery Ads
One of the most disruptive changes was the introduction of Gallery Ads in the search network.
Traditionally, images were exclusive to the display network, but now Google has brought this feature to the search network, allowing image ads to appear alongside text results.
- What are they? Ads that combine text and images, with the goal of capturing more visual attention.
- Availability: Initially, the feature was released to a few accounts in beta. The expectation was for expansion, but its adoption remains limited.
- Performance: Despite the innovation, early tests showed that gallery ads did not outperform conventional text ads. Many brands suspended their use, raising doubts about their long-term viability.
Lead Ad Extension
The Lead Extension is another new feature that deserves attention. This tool was designed to capture leads directly from ads without needing to redirect the user to a landing page.
- Technical Challenges: Many users have reported technical issues, such as loading failures and instability, which is common with features in beta phase.
- Potential: Once fully functional, this extension can streamline lead generation and improve conversion rates, especially for niches looking for simplicity in the data collection process.
Change in Paid Ad Identification
Another subtle yet impactful change was the modification in how paid ads are identified on the SERP (search engine results page). Now, the word “ad” appears more discreetly, almost blending with the organic results.
- Strategic Impact: This change levels the playing field between paid and organic results, making it harder for users to distinguish between them. For advertisers, this increases the chances of clicks, but it also requires even more relevance and quality in the ad content.
These new features, combined with existing tools, offer a range of possibilities for those looking to stand out in digital marketing. Each feature comes with its challenges but also the potential to redefine campaign strategies and enhance results.
Adapting to a New Horizon
The Google Ads universe is constantly evolving, eliminating outdated practices and introducing innovations that expand possibilities for advertisers.
Understanding these changes, from the removal of average position to the introduction of features like gallery ads and lead extensions, is essential for adjusting strategies and making the most of the available tools.
Staying updated and adapting quickly is what differentiates successful professionals. Use this information as a foundation to discover new opportunities, refine campaigns, and ensure your digital presence is aligned with the latest market trends.