When it comes to SEO, being placed at the top of the SERPs can be insanely profitable.
With PPC, it may just be sapping your resources.
While a higher click-through-rate often comes with higher positioning, this does not necessarily translate to better conversion rates.
There are obviously many different factors that influence the conversion rates of your campaigns but paying for suboptimal traffic is a sad way to spend your advertising resources.
The placement of your ad on a search page will be more or less ideal according to your specific goals.
If you are looking to improve brand recognition or to simply drive traffic then getting your ad placed at the top of the page is optimal. However, if you’re goal is to increase conversions you might want to aim a little lower.
The best results are not always found in the first or second position. While a higher ad position will usually increase your CTR, it will not always increase your conversion rate.
More clicks means more eyeballs on your landing page but it is worth the price?
The first and second ad positions on a SERP are highly sought after, which means they are also more expensive. These costly ads are also more likely to fall victim to “click happy” searchers.
Since the ads at the top of the page are the first thing that a searcher will see, the clicks they receive might be motivated out of curiosity rather than actual buying intent. For this reason, ads that are a little lower on the page are more likely to attract the attention of people that are truly interested in your offer.
The ad position with the highest conversion potential will vary according to a number of factors such as the type of business being promoted and the keywords you are targeting. For some, the top two positions might be worth the extra spend and effort. In other cases, being placed in the third or fourth position could yield better results.
The only way to determine the optimal position for an ad is by testing and measuring the results. Learn how call tracking can be used to increase your ad performance today.