Click Thru rate based on position

Overture's Click through rate based on the position in the results page.

[sorted]

Hi

I'd like to know if anyone has any data about the click through rate of being placed 1st; 2nd; 3rd... 10th... etc in overture results.

Granted this is dependent on the quality of your titles and descriptions, but overture seems to give you guestimates based on a standard 5% regardless of your ranking.

Surely sites ranked first are going to get more click-thru's than those ranked 10th. So I guess my question is, all other things being equal, what proportion of the clicks is the site ranked 1st going to receive verus the other positions?

Thanks

[Mike_Mackin]

>Surely sites ranked first are going to get more click-thru's than those ranked 10th

I have a friend that holds positions 1,2, and 3 for a KW. 2 and 3 make more $ combined than #1.

click-thru's are just click-thru's

[sorted]

Yeah agreed.

But I'm managing 5 sites throught the same account all with different budgets, so I'd like to gain some idea of how much I'll spend by putting them in each respective position.

Overture suggests a click-thru rate of 5% (which I know is variable) but surely it'll be better the higher up you are...

I guess I want to know if I bid $0.20 and place 1st with 10000 searches on that term. How much will I spend? vs paying $0.10 cents and placing 6th?

Thanks

[webdiversity]

You'll get widely varied stats and it will depend on who the competition is, how their offer stacks up, time of day, quality of creative, and way more variables than could easily be answered by me.

Having said that as a really simple rule of thumb we work on the basis that of the clicks that might be had (not the impressions), we work on :

40% to #1
25% to #2
20% to #3
15% to the rest.

Obviously on some search engines where they carry more than the top 3 results then these figures may vary, and I suppose if you look at those numbers then that confirms what Mr. Mackin said.

The difficult anomaly is working out what percentage of the searches result in a paid click, as opposed to an organic listing. I suppose this is where some of the publishers that only carry paid results do better for traffic than those that carry both paid and unpaid. Again as a broad rule of thumb we work on the basis that around 20% of the searches will result in a click.

So if you had a keyword with 10,000 searches, there would be a 40% pool (2000 click) of which #1 would get 40% (800 clicks), #2 would get 25% (500 clicks) and #3 20% (400 clicks). These numbers are just based on what we see, it varies wildly, and the more competitors that jump in and out of #1-#3 the more distorted your results will become.

Try it for 3 days, and then multiply by 10, but include weekdays only.