PPC Advertising - Where Is The Sweet Spot?
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on Monday, March 5th, 2007 at 3:55 pm and is filed under Google, Google Adwords, PPC, PPC Advertising, PPC Management, PPC Optimisation, Paid Search, Pay Per Click Advertising, Pay Per Click Management, Pay Per Click Optimisation.
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March 14th, 2007 at 5:05 pm
I have also found that the optimum position is not always the highest one. Of course many of my clients thought I was crazy for suggesting this. Your post did a great job of explaining some of the intricacies of why this is so. I do agree that there are some situations where having a high position are beneficial, such as for your more specific keyphrases where the additional cost is negligible. Also, in the case where the first couple links are displayed above the natural search results, this does result in an increased number of clicks, though the conversion rates are admittedly lower. But some of my best performing ads have been in the 5-7 sweet spot, where it almost seems the eye drifts after not being satisfied with the first few natural search listings.