What Every Multichannel Merchant Should Know About Paid Search Performance Audits

Now, sort this sheet by ascending A/S, bringing your highly efficient terms to the top of the page. These should have low average positions. Low position means higher on the search results page, indicating more prominence and more traffic.

If you find low A/S terms with high position, you’ve been underbidding some winners and missing out on potential sales. If you find high A/S terms in low positions, you’ve been overbidding some loser terms.