Definition of Average Position

Average Position is a digital marketing metric that refers to the typical placement of a website or ad on search engine results pages (SERPs). It is calculated by dividing the sum of ad positions by the number of ads displayed for specific keywords. Average position is essential for marketers to understand their relative visibility and competitiveness in search engine advertising campaigns.


The phonetic pronunciation of the keyword “Average Position” is:/ˈævərɪdʒ pəˈzɪʃən/

Key Takeaways

  1. Average Position indicates the average rank of your ads in search results.
  2. It can help you optimize your ad campaigns for better visibility and performance.
  3. Google Ads has replaced Average Position with other metrics, such as Search Top Impression Rate and Search Absolute Top Impression Rate.

Importance of Average Position

The digital marketing term: Average Position holds significant importance as it serves as a valuable metric to assess the visibility and effectiveness of a company’s online advertisements.

It represents the average ranking of a website’s ads in comparison to competitors’ ads on search engine results pages or other online platforms.

By closely monitoring and optimizing the average position, businesses can make data-driven decisions to improve their ad’s performance, enhance click-through rates, and increase the return on advertising investments.

Furthermore, maintaining a higher average position can boost brand exposure, contribute to higher website traffic, and potentially lead to more conversions and sales, ultimately enhancing overall business growth and success.


The purpose of Average Position in digital marketing is to provide advertisers and marketers with valuable insights into the overall visibility and competitiveness of their ads in the online advertising landscape. This metric enables them to make more informed decisions regarding their ad placements and bidding strategies, ultimately allowing them to achieve higher click-through rates (CTR) and conversion rates.

In other words, it helps marketers understand how prominently their ads are displayed in search engine results pages (SERPs) or other ad platforms, and whether they need to optimize their campaigns to improve their ad’s visibility and likelihood of being clicked. Average Position not only aids in the optimization of ad performance but also serves as an essential benchmark for businesses to measure their ad’s success against industry standards and competitors.

Monitoring this metric can unearth areas where additional investment might be necessary to secure a more dominant online presence or to fend off aggressive competition via more targeted keyword bidding or higher-quality ad content. However, it is crucial to note that Average Position is just one of many digital marketing performance indicators, and should be considered within the context of a broader digital marketing strategy to effectively drive ROI and meet overall business objectives.

Examples of Average Position

Average Position is a digital marketing metric used to determine the position of ads in search engine results pages (SERPs). It indicates where, on average, an ad appears in relation to other ads, with a lower number indicating a higher position. Here are three real-world examples of Average Position in digital marketing:Online Retail Store: An e-commerce business bidding on the keyword “running shoes” analyzes the average position metric of their Google Ads campaign. They see their ads have an average position of

5, meaning their ads appear somewhere between the second and third ad positions in the SERPs on average. This helps the retailer understand how competitive their ads are and if they need to optimize their strategy to improve their ad ranking.Local Restaurant: A local restaurant’s Google Ads campaign targets keywords related to their menu offerings and nearby locations. They use the average position metric, which shows an average position of

7, indicating that their ads often appear lower on the SERPs. This information enables them to make necessary changes, such as adjusting their bidding strategy or refining their ad creatives, to improve ad ranking and visibility to attract more customers.Digital Marketing Agency: As a digital marketing agency handles various clients’ ad campaigns, they regularly monitor the average position metric to gauge ad performance for each client. For instance, a campaign targeting keywords related to “accounting software” has an average position of

This indicates that the ads are ranking high in the SERPs, and the agency can use this performance data to justify their strategy to the client. Furthermore, the agency may decide to allocate resources to other aspects of the client’s digital marketing strategy that need more improvement.

FAQs: Average Position

What is the average position in an online ranking system?

The average position refers to the mean numerical spot that an item or entity occupies in an online ranking system. It is calculated by adding up the position numbers and dividing by the total number of items or entities.

Why is the average position important?

The average position is important because it gives an indication of how well an item or entity is performing in comparison to others. It can be used as a basis for identifying potential areas for improvement and can help to inform strategic decisions aimed at achieving a better ranking position.

Does the average position apply to both organic and paid search results?

Yes, the average position can be applied to analyze and evaluate both organic and paid search results. In the context of search engine optimization (SEO), the average position is typically used to measure a website’s performance in organic search, whereas in the context of pay-per-click (PPC), the average position may be used to evaluate the ranking of paid advertisements.

How can I improve my average position?

Improving your average position can be achieved through various methods, depending on whether you are focusing on organic or paid search rankings. For organic search, consider optimization techniques such as creating high-quality content, conducting keyword research, and improving site structure. For paid search advertising, optimizing ad bids, refining ad targeting, and designing compelling ad copy can contribute to a better average position.

Are there any tools or metrics to track the average position?

Yes, various tools and metrics can help you track and analyze your average position performance. Some popular options include Google Search Console and Google Analytics for organic search and Google Ads or similar platforms for paid search advertising. These tools offer valuable insights into your average position and related data like impressions, click-through rates, and conversion rates, allowing you to make data-driven decisions for improvement.

Related Digital Marketing Terms

  • Click-Through Rate (CTR)
  • Cost Per Click (CPC)
  • 3

  • Quality Score
  • .

  • Ad Rank
  • Search Engine Results Page (SERP)

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