higher position, higher value

Forum Moderators: open

Message Too Old, No Replies

higher position, higher value

whatson

2:38 am on Apr 7, 2003 (gmt 0)

Is it true to say that the higher position you have in Overture the more value each visitor brings to you?
For example if you are #1 then each visitor that comes to your site is worth say $1, but if you were #2 it may only be worth 90c.
i.e. the higher you are the more credible visitors you get, this would also hold true for other search eninges.

jomaxx

5:14 am on Apr 7, 2003 (gmt 0)

Personally I do not believe this applies, and many people swear that being down around positions 3-4-5 is better in terms of pure conversion. The explanation for this would presumably be that you are receiving more highly motivated searchers who have already scoped out the competition.

But you've got to balance this against the fact that being #1 results in more gross traffic.

buckworks

5:51 am on Apr 7, 2003 (gmt 0)

<<higher position you have in Overture the more value each visitor brings to you? >>

In my experience that is absolutely not true. The higher you are the more vulnerable you are to "curiosity clicks", and fraud.

I'm one of the people who will swear that positions 3-4-5 (or even lower) are more cost-effective, in any PPC search engine.

I'm removing Overture from my mix, though, because of their collaboration with Gator.

eWhisper

11:02 pm on Apr 7, 2003 (gmt 0)

I've done extensive testing on several ppc campaigns I've run, and the #3 position had a higher return rate than any other for our major keywords, the one's tha lead directly to sales. Positions 1-2 get a lot of curosity clicks, and at the higher pay rate, aren't worth it. Being in position #4 lowers your visibility at yahoo.com to such a degree you might as well not even be listed there.

For informational clicks, slightly higher visibility, second tier keywords, and looking for returning visitors as much as initial sales, then positions 3-7 seem to have the best ROI.

Obviousally a good description is essential, which is sometimes difficult with Overture's editing methods, but if you can manage one, I would suggest always staying in the #3 position for major keywords/sales words, and 3-5 for information words.

eWhisper