I know it's necessary to have my ads show up on the first page of search. When it comes to where they show up on that page, however, I'm a little confused. Everyone gives different advice. People who click the #1 ad aren't usually serious buyers. 1-3 are good, 4-6 bad, 7-10 good again. etc. etc. etc. I personally think that in a competitive market where the other advertisers are able to deliver what the searcher is looking for and they make it really clear, you would want to be the first ad they see. This way they click on your ad and you get them alone, away from all the other salesmen. When it's a market where there aren't a lot of expert search marketers and the other ads aren't as relevant as yours, being way down the page isn't as big a deal if you can tell the customer "Hey, look at me, I have what you want" and then you can deliver once they hit your landing page. While that being a logical argument for how things work, I know that with Adwords, nothing is what it seems and testing is the only way to find the truth. Has anyone ever tested conversion rates with ad positioning as a factor? I don't know if this is even possible, but if it is, I would like to know if there are any trends. Paying twice per click for double conversions makes you the same amount of money per dollar spent- except you get more traffic.