One word that comes up a lot in the world of SEM is optimization. Heck, “optimization” is the “O” in SEO. From a PPC Analyst standpoint, I strive to achieve optimal results for my clients paid search accounts. While I love to see my clients ads at the top of paid search results, sometimes achieving an average position of one isn’t all it’s cracked up to be. Sure, different campaigns have different objectives and there is variance from industry to industry. Truth be told, an average position of one is not always the most cost-effective position and there are other things to consider.
Search metrics often affect each other to form an ecosystem. For example, ad position has an effect on click-through rate (CTR). If an ad is position six, it’s generally going to have a lower CTR than an ad in positions one through five, regardless of how compelling and relevant the ad. Most people won’t even read six ads before clicking. Some people might click on the top ad assuming it’s the relevant ad without more than a glance.