From the rush to be successful in Google AdWords management, some companies often equate ad position with success. Put simply, they fall for belief that possessing a higher ad position means that they may necessarily be a little more profitable. But that’s not necessarily so!
First, let’s explain what we should mean through the phrase “ad position”. Ad position refers back to the rank of the ad someone searches in Google. For example, let’s point out that someone searches on the phrase “best loans”. Google will do its best provide the most relevant ads and the most relevant organic (or free) listings for your search query.
Paid ads will often be at the very top and off on the right-hand side. Let’s say you can find seven paid ads and all are listed across the right-hand side. If my company’s ad is in the really top, then my ad is at “ad position #1.” If my ad were 5th in the top, then that would be “ad position #5.”
Now to many people and lots of inexperienced in pay per click management services, it could seem the higher ad positions would be the most coveted…after all, the greater the ad, the better clicks, right? Absolutely. Chance are that (things being equal) if your ad is high in the page, you will get more clicks. But those clicks don’t necessarily translate to more sales. In reality, often those clicks can wind up costing serious cash than you think. Here’s why…
You must consider the buying stage a customer is while they are clicking ads. True, they might click your ad first should you be near the top of the page, but the typical potential buyer is most likely at the “research stage” at that time where they click the ads closest to the top of your page.
Reports have proven that a great many times the further down a page a searcher goes, the closer the searcher would be to making a decision or even the more desperate the possible customer is to look for the right means to fix the problem.
Let’s explore a predicament and say in the interest of even numbers how the top ad position to the keyword “divorce attorneys” can be had for $10, but to be in position #6 on the page only costs you $4 per click. Now, let’s assume that the most notable position gets 30 clicks out from one hundred searches, only 5 of these create a lead for the reason that searcher will not be finished “researching”, as they are clicking on each of the ads to get a sense of the advertiser.
So ad position #6 gets 15 clicks, but those clicks lead to 5 leads. Who wins? Well, ad position #1 paid $300 (30 clicks X $10) for the clicks and got 5 leads. Which is a price 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 actual cost per bring about $15, however if the average conversion led to a sale of $one thousand in legal fees and also 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 ought to as it is confusing and normally requires expensive alternative party software to examine properly. In case you are not testing or even your account has been managed by somebody who hasn’t asked you the right questions, after that your campaign may already be in real trouble.
The sole way to find out what is right for you is always to test, test, and test again. Professional AdWords management always commences with good niche research and ends with proper testing. Though, in fact, top AdWords managers never stop testing what works for clients.