What's the difference in CTR between position 3 and position...6? Is someone's willing to look at position 3, why not browse position 6? I guess that's my hypotheses but I'm not quite sure how to test it. Is the only way to lower the bid?
PPC is really not much different than organics. People tend to click more often on the top few PPC listings. Doesn't mean you can't have success in the lower positions, especially if the top ads don't address what the searcher is looking for. That's why people will look further. They'll click once they see something that seems to be what they want. But chances are, the top positions will fulfill (or seem to) what they want and why the top positions have relatively higher click rates. If you want lower positions, bid less. Remember the ranking formula of bid times quality score.
Lucid you're like Ask Jeeves. Thanks. I guess the heart of my question revolves around bid strategy. If you have some campaigns that are just in your "waiting" pile, those that haven't performed but you're not going to drastically lower your bid yet, but you want to keep your ad position on page 1, how do you know where the bidding war ends? If CTR isn't that much of an issue for positions 3-10, isn't position 7 of greater value than position 5 because you are paying less and earning higher quality prospects (or those that have passed the filter and are "true" shoppers)? http://www.37adwordssecrets.com/adwords-blog/338/google-adwords-click-through-rates-by-position/ http://www.warriorforum.com/adsense...ween-position-3-position-6-a.html#post4787218