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2 Responses to “Content Network”

1. Tim Rooke
   

   Your blog entry on PPC is extremely interesting. There are a lot of points that people can follow and ensure they have a very good PPC campaign.

   One point I think would have been good to comment on is the issue surrounding average position of ads. In your article, you mention that for some ads you suggest looking at 4th position and others for 7th position. Have you found across the board that these are the best positions? We tend to find that our clients campaigns perform better towards positions 2 and 3, and that in many cases, anything lower than 6 doesnt get a great response.

   We have tried this by trying to keep the position for certian ads the same over 2 days, then dropping it for 2 days etc. Although for positions 2 and 3 you end up paying a bit more per click (the only quick way of increasing a position is to increase the bid per phrase - correct us me if I am wrong) it tends to deliver a much better CTR.

   Do you have any comments on this at all? In your expert opinion is there a better way to increase/decrease your position quickly (almost instantly) without amending the bid per phrase?

   Excellent work by the way, you have really openend a lot of peoples eyes with this resource.

   Thanks

   Tim

2. Steve Baker
   

   Hi Tim,

   The positions that I quoted were just intended as examples - the best position to be in depends on what everyone else is doing as well as what you’re doing.

   I explain my thoughts about the best position to be in here: Sweet-Spot and here: Competitive-Terms.

   That second one is interesting - it shows that nothing your competitors do has any bearing on the most profitable bid for you. You determine your most profitable cost per click, and then accept the position that that gives you in the search results. Then you try to improve your Ranking Quality Score, so that you move up the rankings for that bid.

   I’ve got groups of keywords in highly competitive areas where the sweet spot is as low as ninth or tenth - this tells me that our competitors are doing one of four things:

   1) Their margin on a conversion is better
   2) Their conversion rate is better
   3) Their Quality Score is better (unlikely)
   4) They are bidding too much, and making less money than they could be (likely).

   There’s always a tradeoff between getting as many clicks (and hence conversions) as possible, and paying as little as possible for each click (and hence conversion) as possible. The better your clickthrough rate (and hence Quality Score) is, the higher you can afford to appear, so long as you haven’t sacrificed your conversion rate to get there.

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