What % of clicks does the number 1 spot get? The number 2?

What is the typical % breakdown of clicks received by spot number?

[javahava]

I received a recent email newsletter that said the number 1 ppc spot typically gets 66 percent of all clicks, and the number 2 spot gets 18 percent of all clicks. Do you think this makes sense? Do you think this breakdown is about right for most industries?

[anallawalla]

You won't get meaningful stats on this unless you had the same ads throughout the ad space. A well-written ad or one offering a great deal in a lower position will often pull more clicks.

[jneill]

And it's not about clicks, it's about ROI...

The top position may get more clicks, but they may not convert so well. Or they may convert but their average basket may be less. Or they may not make so many repeat purchases. Or they may have a higher rate of chargebacks. Or they may decide to purchase from you offline. Or they may not recommend you to their friends so much. Or... gee, it's quite tricky measuring ROI isn't it ;)

James

[marek]

I don't think that CTR of the first three or four positions on the right is much different. What makes a big difference though, is the top horizontal spot above the natural results. And, of course, the biggest difference makes the actual competition -- both paid links and main search results.