Why Google decided to Sunset Average Position Column, Here are the reasons!

Google Ads has been the face behind the successful journey of many entrepreneurs in the business industry. Today, ranking on Google allows the business, brands, and products to come across the audience in millions and billions. For the reader’s surprise, “Google is omitting the default average position column from Google AdWords.” Yes! You heard it right. The statistical information viewed via average position column will no longer be present for the help of the users.

Google AdWords is a program kick-started by Google in 2000. The program is based on a pay-per-click campaign which allows the companies to display their product on different platforms via Google. It has been discovered as the world-class approach where companies invest money for the audience to view their product online. Undoubtedly, the competition among companies has been growing as the potential of one’s product ranking the other is there. Average position column in Google ads displays this ranking by default. But, NOT ANYMORE!

Last year, Google moved the “average position column” to the non-default options. Now, it was the user’s choice to inspect its’ ads ranking on Google and that of its competitor. In recent months, Google has prepared to say “Goodbye” to the average metrics column.

Metric column or average position column had been creating an enthusiastic feeling among the advertisers to compete better. For instance, an average position number at 1.5 depicts that the advertisement appears on the first page of Google. However, it is an end to the statistical charts now by Google AdWords.

What insists on Google to take such a decision?

On one hand, where the average position is a method to inspect the ad rank, it also drops the mind-set of the entrepreneur towards the pay-per-click approach. Without a doubt, only one can rank a 1st position in the particular's context search keyword. Thus, users need to understand “how ranking works?” The user’s ad on the second position will gain less audience than 1st position user. It is pure competition.

In the race to win more and more audience along with a stable cost and conversion rate, the users start to mainly focus on “manual bidding.” For example, Enhanced CPC, and Target ROAS allow an enforced improvising the bottom-line results over and over again. It may cause the loss of users in the long-run.

What’s the solution for Google?

Google AdWords is pausing Average position column to allow the advertisers’ to focus on the main aspect of the ads than statistics.

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