The Google Home Service Ads program continues to move forward as we move into fall, despite some challenges on Google’s end. We have been fortunate enough to see the Home Service Ads launch process through with two of our customers, and we have learned that Google HSA are having an impact on Google AdWords in a way that we may not have all considered – average position reporting.
Traditionally, the top Google AdWords position is labeled as position 1. For commercial queries there are usually three or four ads at the top of the page and another three ads at the bottom of the page. Immediately following the launch of Home Service Ads, we saw a dramatic jump in average position in AdWords. Google HSA appeared to be occupying positions 1 – 3. The first Google AdWords position now seemed to be labeled as position 4.
We observed the launch of Google HSA in a second market, Phoenix, which showed a nearly identical pattern in average AdWords position.
I called Google to speak with them about this and they were able to confirm that AdWords would report the former AdWords position 1 as the new AdWords position 4, when Home Service Ads are showing. The ad auctions for Google AdWords and Google Home Service Ads, however, still remain completely separate from one another. This allows for the same business to appear as on option for Google HSA AND Google AdWords. See the message below from the Google AdWords team.
If your business is using any sort of automated rules or scripts, that rely on average position, you are going to want to rework the rules. Anyone bidding for positions 1-3 in HSA impacted areas will be regularly making bid adjustments, to no avail. Even if you aren’t using automated rules, scripts or bidding software, industries and metro areas impacted by Google HSA should be aware of this change to AdWords to continue to effectively manage paid advertisements moving forward.