Advertisers have long used average position as an input into bid management Industry Email List strategies. Keep in mind that until Google introduced automatic bidding (for example, Target CPA and Target ROAS bid strategies), advertisers had to Industry Email List set their own CPC bids. Many advertisers set their CPCs based on their expectations for the likelihood of clicks converting, which they can measure with conversion tracking. But many advertisers without conversion tracking set their bids by looking at average position. Some simply wanted their ad to always be the "best" ad,
So they bid as much as necessary to maintain an average position of 1. others argued that position 1 clicks were too expensive and they preferred to Industry Email List get fewer but cheaper clicks so they set bids to try to stay at Industry Email List lower positions but still on the first page of results. This is where position bidding strategies originated. Automated bidding is so ubiquitous and cheap these days that position bidding strategies just don't make much sense to the majority of advertisers. They would do a lot better by implementing proper conversion tracking so the
Automated systems can set the right CPC Industry Email List bids for each auction to hit the target CPA or target ROAS. Brand advertisers can use the new position metrics instead of "Average position" One group of advertisers who rightly care about position are brand advertisers. Even though Google Ads is at the heart of a direct response advertising platform, there Industry Email List are brand advertisers who want to go beyond the Display Network and video ads on YouTube for branding and want to run brand ads on the Search Network. In these cases, bidding to the absolute top of the page is the right strategy.