No. 1 Position in PPC Advertising Doesn't Always Get Highest CTR

by BGH

Posted: 10 years ago 8 replies

Hello,
Just thought I would share a interesting study analyzing page position and CTR's. I know sometimes we have clients (or maybe you are manging a PPC campaign for your own business) that focus on page position. It's a very quick read. Hope you enjoy.

No. 1 Position in AdWords Doesn't Always Get Highest CTR [Study] - Search Engine Watch (#SEW)

#advertising #ctr #highest #position #ppc

seoace 10 years ago

Well, position is just 1 part of the CTR equation in PPC.

There's also ad title, description, urls, etc which is as important as position.
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ghostboi 10 years ago

Wow. That was a very informative read. I had no idea.
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svetod

10 years ago

Also Pos. 1 is not always the best in terms of conversions. In many cases people don't read carefully the Ads and they just click on the first ad they see. Sometimes it is better to be on lower position 2.5-3.0 where you may get better CTR/Conversion rate proportion.

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Joshua Uebergang

10 years ago

Originally Posted by svetod

That belief has been floating around for over 6 years.

Wrong.

Inside AdWords: Conversion Rates Don't Vary Much with Ad Position

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1 reply

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svetod 10 years ago

Originally Posted by Joshua Uebergang

That belief has been floating around for over 6 years.

Wrong.

Inside AdWords: Conversion Rates Don't Vary Much with Ad Position

I don't know if it's wrong or right, but I have keywords which are getting lots of clicks on Pos 1, but less conversion than if I am on Pos.3. Also the opposite case happens sometimes, where if I am not on Pos.1.0 then I don't achieve the same conversion rate.
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dengkane 10 years ago

Your ad copy is the most important factor for CTR, and not positions. But top positions is necessary, and not the first position.
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wbakhos 10 years ago

Also remember if you are selling a product and are ranked 1... you may have product listings showing up at the same time.. these will kill your CTRs.. people will naturally click pictures. Another thing to think about.
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ARYOSYS Webmaster 10 years ago

Also, if your ad is the in the first position it may be subject to "click happy" people that click but are not fully aware.
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No. 1 Position in PPC Advertising Doesn't Always Get Highest CTR

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