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How is average position calculated?

Explorer ✭ ✭ ☆
# 1
Explorer ✭ ✭ ☆

Hello, 

 

I'm wondering how it is that Google calculates a keyword's average position. I understand that it's an average, but using the preview tool with the same search term I can refresh and get a different position each time. 

 

Thanks, 


Allie 

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
September 2016

Re: How is average position calculated?

Explorer ✭ ☆ ☆
# 2
Explorer ✭ ☆ ☆
Hey Allie,

The reason the positions fluctuate is because of your ad rank!
Here is Googles definition on Average Position.
https://support.google.com/adwords/answer/14075?hl=en

And here is an extensive article on how ad rank works
http://searchengineland.com/new-adwords-ad-ranking-formula-what-does-it-mean-174946

(I'm not sure if I'm allowed to link outside websites lol)

View solution in original post

Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
September 2016

Re: How is average position calculated?

Explorer ✭ ☆ ☆
# 2
Explorer ✭ ☆ ☆
Hey Allie,

The reason the positions fluctuate is because of your ad rank!
Here is Googles definition on Average Position.
https://support.google.com/adwords/answer/14075?hl=en

And here is an extensive article on how ad rank works
http://searchengineland.com/new-adwords-ad-ranking-formula-what-does-it-mean-174946

(I'm not sure if I'm allowed to link outside websites lol)

Re: How is average position calculated?

Top Contributor
# 3
Top Contributor
Hi Allie,

The other reason is ads from others - whenever their bids and Quality Score and ad copy changes, so do their ranks, and so do yours.