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CommentFriday, June 1, 2007

Seven Good PPC Habits Has One Surprise

6 Comments

By MikeKay (WPN reader) - Thu, 10/16/2008 - 05:56

Interesting point of view. I

Interesting point of view. I usually go for the 3rd position. Also I believe is almost impossible to test the ROI for each keyword and each position and decide on one.

By Adam (WPN reader) - Mon, 06/04/2007 - 07:42

As a PPC professional, I know that much more goes into deciding which position to bid for other than recommendations and others' opinions. If I choose to advertise in position #6, it's because I've determined that my client has a higher ROI there than in any other position. Furthermore, the position will change from engine to engine, ad group to ad group and likely from keyword to keyword. As most should know, the PPC market is dynamic and every client/site is different. The position decision should be based only on the key performance indicators you're using to manage success of your campaigns.

By Wichsfrosch (WPN reader) - Mon, 06/04/2007 - 08:45

you match exactly my thought

One should always have KPI determining/measuring the success of a campaign rather than vain looking on position where the ads are listed.

By Dale Loflin (WPN reader) - Sat, 06/02/2007 - 15:34

#1 Position

If you look at conversion data for most of my campaigns, it's contrary to much of the accepted wisdom in PPC articles. Give me the #1 position whenever I can get it!

Concerts, Theatre, Sports Tickets - Preferred-Seats

By Jozian (Jeff Jockisch) (WPN reader) - Sat, 06/02/2007 - 00:45

Shooting Low can shoot you in the foot

I agree with Mr Ellis that targeting a #1 ranking can give you a worse short-term ROI. I usually shoot for a top 4 rank, unless the price differential to jump to #1 is small.

However, it should be noted that if brand is important to you, that primacy can work out to be more valuable in the long run.

Also, in highly competative markets where products and services are close to commodities, allowing your rival to get the click first because of a a higher ranking, will often mean you dont get the click at all. And, the clicks you do get can have a higher percentage of 'rate shoppers' and 'customers with issues'.

By Wichsfrosch (WPN reader) - Fri, 06/01/2007 - 12:56

lame advise

really, this is common sense. Nobody in SEM aims for #1 only to be listed as #1 but always have an eye on ROI ad tweak ADs accordingly. If it then turns out that #1, #2 or #3 is perfect: The heck with it!