sem_scotty - 6:55 pm on Mar 2, 2006 (gmt 0)

to keep this thread going, some from me:

• Top position doesn’t always mean best performance. Sometimes #2, #3 or even #5 or 9 (on competitive keywords) work best.
• A high number of clicks doesn’t necessarily lead to a high number of conversions.
• Ad copy has a very strong effect on conversion – copy that is too “clicky” can attract the wrong crowd. Managing expectations is very important.
• What works one week/day/hour won’t necessarily work the next.
• When a campaign is new, establishing history is essential to the short AND long-term success of that campaign. A high CTR is key.
• Searchers (and therefore PPC ads) behave differently according to day of the week, time of day, etc.
• Sometimes your bid can affect the level of costs for the entire competitive mix. In other words, decreasing your bid can decrease the bids of advertisers overall, therefore leading to a lower CPC over time.
• Positioning vs. certain competitors (not just positions) can affect performance.