From the rush to have success in the search engines AdWords management, many companies often equate ad position with success. To put it differently, they be enticed by belief that using a higher ad position means that they may necessarily be more profitable. But that’s not really so!
First, let’s explain what we should mean through the phrase “ad position”. Ad position refers back to the rank of your own ad someone searches in the search engines. For instance, let’s state that someone searches in the phrase “best loans”. Google is going to do its best deliver the most relevant ads and also the most relevant organic (or free) listings for your search query.
Paid ads will probably attend the particular top and off to the correct-hand side. Let’s say you can find seven paid ads and all are listed on the right-hand side. If my company’s ad is at the particular top, then my ad is within “ad position #1.” If my ad were 5th from the top, then that could be “ad position #5.”
Now to many people and many inexperienced in ppc campaign management services, it would seem how the higher ad positions will be the most coveted…in the end, the larger the ad, the greater number of clicks, right? Absolutely. Chance are that (things being equal) if your ad is high in the page, you will definitely get more clicks. But those clicks don’t necessarily translate to more sales. In fact, frequently those clicks can find yourself costing your cash than you think. Here’s why…
One must think about the buying stage that a customer is when they are clicking ads. True, they may click your ad first in case you are on top of the page, nevertheless the typical potential buyer is most probably with the “research stage” when this occurs where they click on the ads closest to the top of your page.
Research has proven that many times the further down a page a searcher goes, the closer the searcher is usually to setting up a decision or the more desperate the possibility customer is to look for the correct means to fix the problem.
Let’s explore a scenario and say with regard to even numbers how the top ad position for that keyword “divorce attorneys” can be found for $10, but to be in position #6 about the page only costs you $4 per click. Now, let’s assume that the top position gets 30 clicks out from a hundred searches, but only 5 of the lead to a lead since the searcher is not really finished “researching”, as they are hitting each of the ads to get a sense of the advertiser.
So ad position #6 gets 15 clicks, but those clicks cause 5 leads. Who wins? Well, ad position #1 paid $300 (30 clicks X $10) due to its clicks and got 5 leads. Which is a expense of $60 per lead ($300 cost / 5 leads). Ad position #6 cost the advertiser $60 (15 clicks X $4) and since they obtained 5 leads, those leads only cost $12 per lead ($60 cost / 5 leads).
Within this scenario, ad position #6 won, but hold with a minute! What happens if position #6 only got 4 leads. That changes the exact cost per bring about $15, however, if the average conversion ended in a sale of $one thousand in legal fees and the conversion rate was say 50%, then despite the fact that ad position #1 be expensive more per lead, it can be ultimately more clickmmarketing than position #6.
Sound confusing? It must as it is confusing and normally requires expensive alternative party software to check properly. In case you are not testing or perhaps your account is being managed by someone that hasn’t asked the right questions, in that case your campaign may be in actual trouble.
Really the only strategy for finding out what is the best for you would be to test, test, and test again. Professional AdWords management always begins with good keyword research and ends with proper testing. Though, in fact, top AdWords managers never stop testing the things that work for their clients.