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Google announced that the position preference bidding option is being retired. As of April 5th, position preference can no longer be enabled for campaigns through AdWords. Campaigns already using position preference will still have it enabled, but if you turn position preference off in one of your campaigns, you won't be able to turn it back on. Starting in early May, Google will begin disabling position preference for any campaigns still using it.

When Google disables the feature, it will automatically set the Max CPC of keywords to show your Ads in your preferred position which may not be what you want. Lets say you have keywords for which bids are too high and you have not updated the bid amounts to show the Ads in your target position, all those bids will be updated automatically with the Max CPC set to the most recently used bid amounts for the preferred position. This may not be the way to go for you. In this case, it will be better to switch off the position preference yourself rather than have Google update your bids. Also it may be worthwhile to take a backup of your Adwords account using tools like Adwords Editor.

Another thing to note is that at a particular budget with the position preference feature, you had the opportunity to show your Ads when at some point in time, there are top slots available to bid at your target Max CPC but now without position preference at your set budget, you will not be allowed to choose a position; that means your Ads may end up showing at position 5,6 or 9 if your bids are too low. With lower bids, it may be difficult to get more clicks with a lower position. With lower clicks & CTR, you may lower the Quality score eventually. To avoid this, you will have to keep a watch on the position your Ads are shown and raise/lower your bids accordingly. You may also use the automatic rules features though it is not a complete replacement of the position preference feature.

Hope this helps you in your Adwords campaign management. Feel free to leave your comments here.

Regards,
Abhi

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