Google are intent on turning AdWords into Display Ads.
Accelerated Bidding is going. Now this.
My prediction is that Manual CPC will be retired next (it's becoming less and less usable anyway).
The language in the info page is SO devious. 'Before, you only knew your position relative to other advertisers. Now, you'll know where in the page you are!'
The avarice has really stepped up a few gears this year. I keep seeing recommended bids of six or more times what I'm already paying when my position is an average of 1st place over several weeks. Less so on k/w that have higher CTR, but even on those sometimes too. This is across multiple accounts.
This is what they're doing to their paying customers using their core product. And people think they're not messing with the organic SERPs to help their bottom line? Please.
So glad I recently decided to quit the whole rotten shebang in 2020 and start a different career doing something where my face isn't being rubbed in a pile of corporate greed every day.
Remember when they used to lecture us to be hyper relevant... now they're loosening keywords, removing negs from Smart Shopping, taking away metrics, and removing levers of all sorts.
Still a great place to advertise, but the new direction seems like we're aiming for mediocrity. Advertising (like the products and services different companies sell) should come in degrees of excellence. Automation levels the playing field, meaning the advertising of great companies and of mediocre companies will be derived from the same automation machines? Makes zero sense to me, then again, hey, I'm an optimization specialist, and levers are my best tools to earn. So I'm headed for Ludditeville. Haha! :-)
Average position was too much detailed info for us to have. They needed to muddy it. Slowly taking away our control.
Like FranticFish, I believe they want Adwords to function more like programmatic or display. They slowly keep taking my levers from me because they know that I only want to buy half the traffic that they are selling. The day that they take my negative keywords it is over.
I am holding on to manual bidding as long as possible, but I doubt it has much longer.