Search PPC. Does traffic quality depend on Ad Position for your campaigns?

by ofesak
9 replies
  • PPC/SEM
  • |
Anyone tested the traffic quality when changing Ad position in Adwords or Bing Ads?
Do you have the same conversion rate when bidding either high (top positions) or low?

I know for organic search it sometimes very depends because people feel some additional trust for top 1 position. But what about paid search?

Please give answer based on your experience / tests, not just thoughts.

Thanks in advance
#campaigns #depend #position #ppc #quality #search #traffic
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  • Profile picture of the author Nate92
    Originally Posted by ofesak View Post

    Anyone tested the traffic quality when changing Ad position in Adwords or Bing Ads?
    Do you have the same conversion rate when bidding either high (top positions) or low?

    I know for organic search it sometimes very depends because people feel some additional trust for top 1 position. But what about paid search?

    Please give answer based on your experience / tests, not just thoughts.

    Thanks in advance
    Well, I'll be the first to answer, and hopefully someone who markets mainly with PPC will answer. Until then, I'll share what I know, and my experiences.

    Straight up, the obvious answer for the best conversions being in the first position on Google Adwords. Why? Simply because Google owns roughly 60% of the net market online. They get the most searches. Because of this, they charge the most, and can rightfully do so.

    However, if you are looking for the best PROFIT margin, I would suggest checking into Bing Ads.

    The reason for this, is because Bing and Yahoo are now tied together, which make up about 30% of the net market.

    They are only half of what Google can offer, and so obviously, they differ in prices slightly.

    What I do, is I use Bing Ads, and then I shoot for long tail keywords that relate to high competition keywords, but only rank for the long tail portion of the basic keyword.

    EXAMPLE: If you are trying to promote a lead page or product in the "Make Money Online" niche, which is EXTREMELY competitive, I would create 3 campaigns through Bing.

    Each ad would differ slightly, only in the manner of targeted keywords. A lot of new people will advertise one campaign for as many keywords as they possibly can.

    Don't do this. Set up a few different campaigns all targeting a few keywords, and relate that campaign to the keywords and audience individually.

    By doing this, I was able to rank for a few keywords in number one, in which I don't feel like sharing simply because it makes me money, and I like the competition level where it's at.

    However, like I said, just work at it, and try Bing Ads first. They are cheaper to rank for number 1 position.

    As far as position vs conversions, it just depends on the ad obviously. Someone can be in the first position because they are paying the most, but their ad can just be plain horrible.

    If you can create an attractive at that catches peoples' attention, you can be lower on the list and still do quite well.

    I hope that this helps. If you have more questions, don't be afraid to ask and do more research.
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  • Profile picture of the author ofesak
    Everyone segment keywords by ad groups, not by separated campaigns.

    Actually I didn't got an answer to my question. will 100 clicks from top 1 position usually convert better that 100 clicks from sidebar or elsewhere? I'm not asking about ROI or strategies, just want an clear answer. Sorry for the such strict claim.
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    • Profile picture of the author solarwarrior
      Originally Posted by ofesak View Post

      Everyone segment keywords by ad groups, not by separated campaigns.

      Actually I didn't got an answer to my question. will 100 clicks from top 1 position usually convert better that 100 clicks from sidebar or elsewhere? I'm not asking about ROI or strategies, just want an clear answer. Sorry for the such strict claim.
      It depends on your ads.

      I have students who are converting leads from position 7 and more.

      The only downside is the number of traffic you will be getting.
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  • Profile picture of the author giantmobileapps
    HI,

    I a new comer..I have PPC from ppcmate, i am doing the campaign for click ads $3/day. When i saw the reports from ppcmate, there area a thousand click, but conversion on my web is only $2-3.

    I just want to ask, why a thousand click is not working ? are they/system not doing click/visitor?
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    • Profile picture of the author Bright Future
      I understand you would like to know the best-converting position but there's no clear cut answer to this question. I have seen campaigns where right side placement clearly overperforms top3 placement in terms of conversion rate. Sometimes the first position gets you the best conversion rates, sometimes it doesn't.

      You just need to accrue enough data and see for yourself. It's easy to analyze this in Google Analytics.

      People might trust the first position more but first position might also receive more unintentional clicks where the person didn't even read the ad and just automatically clicked on the first one.
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      • Profile picture of the author ofesak
        Originally Posted by Bright Future View Post

        I understand you would like to know the best-converting position but there's no clear cut answer to this question. I have seen campaigns where right side placement clearly overperforms top3 placement in terms of conversion rate. Sometimes the first position gets you the best conversion rates, sometimes it doesn't.

        You just need to accrue enough data and see for yourself. It's easy to analyze this in Google Analytics.

        People might trust the first position more but first position might also receive more unintentional clicks where the person didn't even read the ad and just automatically clicked on the first one.
        thank you, will take it to account
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  • Profile picture of the author svetod
    The position definitely does matter and the only way to find out which one works best for you is testing. Unfortunately, it's not possible to find a pattern to follow, as this is pretty much different for every keyword. Sometimes position 1 is my best spot. However, in other cases on Pos1 I get irrelevant clicks, because people just click on the first link without reading the Ad description.
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  • Profile picture of the author natbeans
    I guess if you are in first position you're gonna spend more money many advertiser bid at second place or third palce also it depend on ad network you deal with because if you deal big company its better to choose medium bid
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  • Profile picture of the author eluminousva
    The Higher the position of the ad more the visitors will see your ad on the page.
    The visitors who search for the keywords are most probably looking to buy your products/services.
    If somebody clicks on your ad it shows that your ad is relevant to their search query and they are
    willing to learn more about it, so they click on your ad. It may happen that being 1st position ad,
    irrelevant clicks you may get.
    But I would say Ad position matters a lot.
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