Should my Paid Search Keywords be in position #1 or a lower position?
Actually, the better question to ask is – Is there a way to identify areas to reduce investment in paid search without sacrificing too much return?
Unless your brand is in a market all by itself, you will have competitors bidding on search keywords similar to yours which means you will have to spend more in order to show up on top of search engine results. Bidding the highest amount of money will allow your keywords to be in the top position usually resulting in a higher CTR, higher CPC and more web site activity as more people select to click on keywords in higher positions. However, is it worth it?
A Search Position Placement Test will help you to analyze core keyword performance in position 1 versus lower positions 2-5 based on total click volume and CPC efficiency. Keeping your core keywords in the top #1 spot is expensive and you want to determine if you can save money by keeping some of these keywords in lower positions 2 through 5 without losing too much activity.
The Search Position Placement tutorial shows you how to set up a search position test properly and evaluate results so a strategic decision can be made whether or not to keep core keywords in the lower positions. The tutorial comes with step-by-step written, audio and video instructions (so easy to follow a caveman can do it) on how to properly set-up this test. In addition, an Excel file with sample data is also included that allows you to see how formulas were calculated and results analyzed.
If you are running a paid search campaign, I highly recommend performing such a test as you will likely see which search terms drive only marginally more volume in position 1 (top position) as compared to positions 2-5 (lower positions). This is important because you will learn how to maximize efficiency (reduce search spend) without sacrificing significant volume.
If you have any comments or thoughts, please share. Thanks.