Let's take cost per conversion out of the picture a second as obviously position 4 on top on the side might have lower clicks and conversions than position 1 or 2 up top left.
Position 1.x is a blend of position 1 and 2 so hard to tell which one is performing better. So on conversion rate alone, what have people generally found to produce the higher conversion RATE, position 1 or 2?
One could argue position 2 in that position 1 gets a lot of impulse clicks of people just clicking the first ad up top and not really reading it carefully. By the time they get to position 2 either they've already clicked position 1 and determined it wasn't what they were looking for so now they are reading the ads more carefully, or they are reading the ads more carefully from the get go and decided to click on 2 alone or in addition to 1.
Yes, yes, I know there are many variable that effect these things but I'm just curious people's own experience.