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Should i be listed #1, #2, #3 or #4?
Or all of the above?
Mtlinfo

10+ Year Member



 
Msg#: 388 posted 9:50 am on Mar 4, 2003 (gmt 0)

Ok, explain me this...

I hear all the time that i should be listed #3 or 4 so that the client will click on the #1 listing then go back and hit the #2 and so on to compare the prices.

After clicking all 4 Adwords listings for example, the guy may like better the #1 listing so he goes back to Google and clicks again on the #1 ad to place his order costing you twice the CPC amount.

On the other hand, if you are listed #4 he will place the order right away since he had already seen the offers of the #1, #2 and #3 ad.

Many have said that the fact that this guy clicked twice on the #1 ad is bad for you but hey...if he comes back to order...who cares about that 2nd 10 cents click right?

Besides, if you impress him very much, the guy might not go back to Google to click the other ads and buy right away on your site.

In SEO, i heard that the traffic drops 50% from the 1st to the 2nd listing so being listed #1 can't be that bad if you can afford it...right?

I would like your opinion on that because one rolemodel i have has not only placed his ads #1 and #2 but he's even listed himself at the top using Premium ads and I KNOW this guy is successful...

So what do you say about that? Is he throwing money out the window or did he find something here? Btw, he's still there after a few months so he must be making money this way...

Mtlinfo

[edited by: Mtlinfo at 9:56 am (utc) on Mar. 4, 2003]

 

Shak

WebmasterWorld Senior Member shak us a WebmasterWorld Top Contributor of All Time 10+ Year Member



 
Msg#: 388 posted 9:54 am on Mar 4, 2003 (gmt 0)

you could be #50 or #1

the adwords click is just an entry point for the visitor to arrive at your site.

concentrate more on converting the visitor into a buyer is all that matters.

as long as its targeted traffic arriving at your site, position should NOT, I repeat NOT have any difference.

conversion is what counts.

Shak

Mtlinfo

10+ Year Member



 
Msg#: 388 posted 10:05 am on Mar 4, 2003 (gmt 0)

Hi Shak,

Yes i know that conversion is all that matters but let's be serious here, we all know that being listed #50 won't give you many sales.

After all, if you are a pro in marketing and convert good at #50 why would the sales/hits ratio drop when you are listed #1?

Anyway, maybe i answered myself by asking the question but at the #1 position, you should just receive more hists then by being listed #5 or #50 and since you use the same selling techniques, the sales/hits ratio should remain the same and as for that 2nd 10 cent click well, like i said, who cares if the guy comes back to buy.

Just my 2 cents,

Mtlinfo

seasalt

10+ Year Member



 
Msg#: 388 posted 3:30 pm on Mar 4, 2003 (gmt 0)

Mtlinfo:

One thing to consider is the cost per click differences between #1, 2, 3, 4, etc. I frequently see overall differences of 40 - 60% from the top position to #2 or 3. Sure there is a bit of a drop-off in total clicks, but the conversion rate is very good.

Then I take the money I saved and develop new keyword niches to bid into.

In the end, I generally receive much more traffic at the same amount of advertising dollars than if I had stayed at #1 on fewer keywords.

Another thing to consider is that position #1 probably gets more than its fair share of "errant" clicks - especially on the Adwords partners because the ads are at the top instead of the side. People naturally click on #1 because it is the first one, so it kind of becomes a "test" click for the search results. I think most people who are genuinely looking for product will continue searching by looking at results #2 or 3 or more. And as Shak said, if your site is designed better to convert the traffic, you win.

seasalt

Mtlinfo

10+ Year Member



 
Msg#: 388 posted 4:36 pm on Mar 4, 2003 (gmt 0)

Nice post seasalt,

Btw, do you have a trick to see the CPC value of the #1, #2 or #3 like Overture instead or trying 10 different values to figure it out?

Thanks,

Mtlinfo

seasalt

10+ Year Member



 
Msg#: 388 posted 5:39 pm on Mar 4, 2003 (gmt 0)

Mtlinfo:

No, I don't. Part of the problem (or benefit, as I choose to see it) with Adwords is that there is no hard and fast #1, 2, 3 position like Overture. Even when I have been the highest bidder on a certain keyword, my average position comes out something like 1.2 or 1.5.

I also think it is difficult to find exact CPC values because advertiser's budgets differ. For example, you may have one person bidding high but their daily budget is only $10. That would potentially leave a large amount of unsold keyword inventory available at a lesser CPC.

Further muddying the waters is that Adwords (unlike Overture) "rewards" for high clickthrough % by placing you higher. I tend to concentrate on writing good copy that gets better clickthrough than my competitors. It's like getting a free position upgrade.

seasalt

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