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PPC on 2nd and 3rd page

by Jenna Beas
4 replies
  • PPC/SEM
    • |
Hi,

What is the advantage for companies to use adwords on 2nd, and even 3rd page of google!
I see these ads being placed there by competing companies but who checks 2nd and 3rd?
#2nd #3rd #page #ppc
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  • Profile picture of the author LucidWebMarketing
    They are not being placed there by advertisers. It's simply that you are checking beyond the first page and Google is serving you more ads. I believe some of these ads may be the same as on the first page, especially if Google doesn't have much ad inventory.


    As for advantages, I don't see any. Most as you state will not go beyond the first page of results. I remember some stat from years ago that something like 80% of searchers will not go to the second page. And that 80% of those will not go to the third page. Those numbers may have changed since then. So any advertiser whose ad rank would place them on the second page (8th to 14th ads), would get no more than a 20% impression share. That assumes that everybody sets Google to show the default 10 results per page.
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  • Profile picture of the author NickLenihan
    You can lower your CPA, but at the cost of less traffic.
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  • Profile picture of the author rachel wilkinson
    I believe if the product or service is very niche or not very common,then people may go beyond the first page to check.So you may have a conversion.But for most products or services it would be surely uselesss and of no value.
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    • Profile picture of the author LucidWebMarketing
      Originally Posted by rachel wilkinson View Post

      I believe if the product or service is very niche or not very common,then people may go beyond the first page to check.So you may have a conversion.But for most products or services it would be surely uselesss and of no value.

      That may be so. But using your logic, if it's very niche, there should not be a large ad inventory, maybe less than the 7 for each page. It could be that pretty much the same advertisers would be shown on subsequent pages. Even for large inventory for these kinds of products, you are still in competition with others. Data also shows that when the searcher finally buys it will be from ads nearer the top of the first page. This makes sense since those ads are generally of higher quality and higher quality ads will tend to convert at higher rates. To place yourself beyond the first page is IMO a poor strategy no matter what you sell. You get a lot less exposure, less than 20% as I said in my previous post and the conversion rate is likely to be lower. As you say, little to no value in doing so.
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