Come up with better creative and raise bid prices. It can cost an awful lot to knock someone out of the top spot. Sometimes those CTRs in the top spot can be north of 50% which can make it really expensive to knock them out.
I would have to agree. Sometimes these positions are hard to knock, yet are not impossible.
I would start by writing and testing some new creative and capturing ads. Track them closely and keep only the best. I would also review your landing page to be sure it doesn't need any obvious updates, or something else to grab the user and make them react. This way you are sure you are closing any click that comes in, which in turn will give you more money to advertise.
Overall, it takes testing and tracking to get a perfectly fine tuned ad. From there google automatically does the rest.
Thank you for the replies!
Everyone seem to mention writing a better ad copy & testing it!
I do this each and every day...BUT how effective can you test an ad copy when ad positions are changing (I might jump from position 2 - 3 a few times in a day) and other advertiser ad copies (above and below) are changing.......
Does this not make it very difficult to determine if a slight increase in ad copy is real or not?
Detecting a huge jump in ad copy (..like a 1.0% ) is easy but detecting small jumps (..like 0.1% ) seems difficult with the factors I mentioned above,
What do you do?
Looking forward to more replies!
..another point I have mentioned this before and have not had any replies back.
Take this scenerio with an exact match keyword and a broad match keyword:
[widgets] - 5.0% CTR
widgets - 20.0 CTR
What is advertiser 1 up against? Is he competing against that high 20.0% ctr or against a subset of the data...
I believe the standard is to try two ads in parallel - don't change one and then sit and wait. Leave the current one running and put up another ad beside, then have both served 50% of the time. Get 1000 impressions, and you'll have a better idea.
Then take the better performing ad, and change it. Now run those two ads in parallel. Repeat ad nauseum.
You should be able to do better than 0.1% change in CTR. Heck, changing 'fast and free' to 'free and fast' will have greater impact than that. Do some further research on developing ad copy.
And don't hate Google for this, love them. They've given us the tools to be able to beat the deep pocket people by using our brains and hard work.
Another point on this (and it may have been touched on in the threads eWhisper referenced):
To get into a top spot, your ad has to have gone through a human editor at Google. If you change the ad copy, you are put back into the queue for another review and thus dropped from contention for the top.
Just another good reason to run ads together instead of just always changing current ads.
The threads that eWhisper has linked to, and the info that others have provided will give you what you need to really understand the full story, mega.
However, to very briefly summarize - in order to go to the top it is ad/keyword relevance as measured by CTR that matters most. So paying more will not in itself get you there. You'll want to also work on creating exceptionally well targeted Ad Groups, in which the (well written) ads, and the keywords that bring them up, are about exactly the same thing.
And tak051's comments about the ads needing to be approved are spot-on.