Not The Amount That You Bid
In most cases, the conversion rate is not affected very much by your position in the search results. I can only think of one case when this is not true.
If you are bidding on a generic keyword like “digital camera”, where a lot of people are doing research on what they are looking to buy, they are more likely to click on a few of the sites at the top of the page, while they collect information. So the top positions may see a lower conversion rate than the ones further down the page. This isn’t generally true with more specific keywords like “Sony Cyber-Shot DSC-T100S”.
Then again, the way that the majority of people advertise on Adwords, the bids for the top positions on generic terms always seem to be way over the top, so a well-run campaign probably won’t appear in these positions anyway - it’s just not profitable.
Page last updated by Steve Baker on May 11, 2008 at 7:09 pm.
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