Your Next PPC Successful Campaign Part-2

You are said many times to focus the #1 position during a PPC Campaign. Edwin Huertas form ETR notes that it’s better and less expensive to rank at the second, third, forth and even fifth position on the first search engine page. I’d like to share his experience with you in the following article.
-----------------------------------
Go for "Bronze" With Your PPC Campaign Part -2

By Edwin Huertas

I have been running PPC campaigns for 10+ years now - and I have found that many people click on the ad in the first position simply because it is the first one available. But once they rule it out, they return to the search results page to click on other, potentially more relevant, ads.

A few points to consider:

1. Bidding for the first position means you will be paying a much higher click rate than your competitors. But bidding for positions three through seven (on the first page) can significantly reduce your overall PPC cost, while still delivering good quality traffic. You won't get as much traffic, but you will be paying a lot less for your click-thrus - which will result in a lower CPA (Cost Per Acquisition) rate.

2. When people click on the ad in the top spot, they usually do so simply because it's their first option. But when they click on an ad in the lower positions, it's after carefully reading the message and determining that it's relevant to their search.
I would rather be in the fifth position converting at 25 percent than in the first position converting at 10 percent. Yes, even if it means less traffic to my Web page. The difference in most cases will not be enough to change my bid to the #1 position.

3. As I said, people almost automatically click on the ad in the #1 spot first - but they're not likely to accept the first choice offered to them. They will go back to the search results page to check out other ads - after they've already spent your click-thru money!

Do your own research and calculations. Look at your conversions and decide for yourself what the right position should be for your ads. But remember that aiming for #1 isn't necessarily the way to go. You will burn through your PPC budget much faster, and you'll find that the quality of the traffic isn't so much better that it offsets the cost of the higher position.
Aiming for the third, fourth, or fifth position is much less expensive, and chances are good that you'll end up with better, more targeted traffic - and far more sales.

[Ed. Note: Pay-per-click advertising is one of the easiest, most cost-effective methods of attracting traffic to your site and ample up your sales. For a step-by-step playbook to making money on the Web, pick up a copy of ETR's Internet Money Club Independent Learner's Edition right here.]

This article appears courtesy of Early To Rise, a free newsletter dedicated to making money, improving health and secrets to success. For a complimentary subscription, visit http://www.earlytorise.com.

-------------------------
Tedd