Apr 6, 2011 114 reads by Navneet Kaushal

Come early May, Google will stop the position preference bidding feature, which sets bids to achieve a certain position on the page automatically, in Google AdWords. The company is recommending advertisers who use the feature to disable it before the announced date (early date) so that their will be a smooth transition for their bids. The position preference feature cannot be enabled for campaigns by neither using AdWords web interface nor the API.

In case campaigns that are already using position preference, Google says that the feature will still be enabled but if the feature is turned off in any other campaigns (of the same advertiser) it cannot be turned back on. Once the position preference is turned off, the bids most recently used by position preference will be the manual maximum CPC bids for those campaigns. Google also recommends advertisers that they should export their manual bids by downloading a keyword report. This will back up any bids advertisers have set before turning on position preference as it includes keyword-level maximum CPC bids.

Google is also discouraging advertisers from giving importance on their ads' position. An Inside AdWords post reported Google Chief Economist, Hal Varian's note that explained the average position metric. According to Varian's analysis, there are some drawbacks of targeting average position, that the position of ads on a page has no impact on conversion rates. However, for those advertisers who still want to continue using the feature and put their ads in a particular position, Google recommends the automated rules. The automated rules will allow them to change their bid if their ads' average position differs from their target.

For additional information on the usage of automated rules, advertisers may refer an AdWords Help article, and for instructions on how to disable the feature, they can see this Help Center article.

Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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