One of the most common mistakes advertisers do when starting with Adwords Pay Per Click management is bidding for the top positions – usually 1 – 3. They usually assume the more clicks they get the more sales they will get. Well, this is wrong.
Bidding for the top position should only be used if you are working on your branding and if you have large pockets. Most people clicking the top ads on Google are usually mostly curious and not in buying mode. As a result, bidding for these positions will have no other result than making you waste your budget. People who are ready to buy click more ads as they want to be fully informed before making a final decision. Your best return on investment will therefore be being ranked in a lower position, on the first page of Google. To find out what’s the best spot for you, you will have to test various positions and see how they affect your ROI.
One last thing, if you have a great ad and a high quality score, Google might end up rewarding you by giving you a top 3 ranking for a very low cost per click – this is an offer you can’t refuse and, in that case, just enjoy all the traffic you will receive for a ridiculous cost …