Say Goodbye to AdWords Average Position, Hello to Top of Page Rate

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Average position is one of the easiest metrics in AdWords to understand. That simplicity of concept lures campaign managers and clients into misunderstanding what they’re really being told.

Average position is a mean average but the natural inclination is to think of it as a mode average. Ask most campaign managers what it signifies and the answer you will get will be along the lines of “it tells me the position is was mostly in.” But it doesn’t, it tells you the mean of some of your positions (not all).

Let’s take a look at some of the reasons these are different.

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