CTR rates for different AdWord positions

Any hard numbers available?

[biggles]

Anyone know what the relative CTR rates are for different Adword positions? Obviously the general trend is higher CTR with higher positions, but have hard numbers been published regarding relative CTR rates for different AdWords positions?

Saw a statement in the ezine from Seda Communications regarding ah-ha.com figures. Apparently the top three pay-per-click advertisers receive 78% of click-throughs & the #1 advertiser gets three times the number of click-throughs over the #2 advertiser. The top five bidders receive 87% of click-throughs.

Similar figures for AdWords?

[SlyOldDog]

I don't know, but you might also want to consider that the lower ads, in addition to giving lower CTR might give lower sales conversions because they are being clicked on by people who are shopping around.

[Sanenet]

Don't forget that under the Adwords and Adsense TOS it is not permitted to talk about, or publish, CTR or earning figures...

[skibum]

AdWords is likely to be substantially different from Ah-ha & other PPC listings since the display of the ads is different and the regular search results are in there.

Highly doubt that the top few AdWords get 78% of the clicks and top-5 get 87%. The top 3 and 5 editorial and AdWords listings combined may get those numbers.

[SlyOldDog]

In my industry the premium positions (the ones across the top of the screen) get about 10% each.

The ones down the side vary with the number of ads displayed and also the quality of the SERPS. For bad SERPs and no competition, I have seen CTRs of 15%. When it's hyper competitive, a good CTR would be 2%, but you have to be right on topic to get that. There's also no doubt that the top 3 or 4 positions get better CTR as the lower positions don't display on small monitors without scrolling.