Your Next Successful PPC Campaign Part-1

It’s 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.
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Go for "Bronze" With Your PPC Campaign Part-1

By Edwin Huertas

One of the quickest ways to start getting quality search engine traffic to your website is to launch a pay-per-click (PPC) campaign. But that traffic is pretty worthless if it's not adding more dollars to your bottom line.

If you are promoting your website via search engine PPC ads, you know how perplexing it can be to create a campaign that converts traffic into sales. But I'm guessing that no matter what you're doing to try to improve your conversion rate, you are still trying to get your ad to appear in the #1 spot in the search engine results.

The #1 position is highly regarded as the "gold standard" in search engine marketing. That's because having your ad at the #1 paid position will bring in the most traffic. And traffic, in the Internet world, is your ticket to more sales.
But the traffic-generating power of that top spot may keep you from making money.

Take a minute to ask yourself two questions:

Question #1: Will the top spot really send you the best-quality traffic?

Question #2: Will this traffic convert into sales better than having your ad in the third or fifth position?

I say NO!

Now what I'm about to tell you might be contrary to what you'll hear from many so-called PPC "experts," but I speak from personal experience. They claim the traffic from first position ads is always better. I completely disagree.
Here's why...

As ETR's Search Engine Marketing Specialist, I look at analytics (website traffic reports) every day. And something I always examine is where on the site surfers are clicking and what they are clicking on. This way, I can spot trends and determine which types of on-site advertisements are working and which are not.
One thing I've noticed is that people tend to click on links and photos that are positioned right in front of them.

You might be thinking, "Perfect! That's exactly why I try so hard to get my PPC ad in the top spot!"

Well, you might get lots of clicks in the top spot - which results in more traffic. But it doesn't necessarily result in more sales. In fact, I've noticed that my conversion rates have always been lower when I advertise at the first position as opposed to the third or fourth position.

Let's say you have the top spot on Google for your home brewery kit. When Web users click on your ad, it takes them to a landing page you've set up to sell the kit. Many users are going to look briefly at that landing page... then click their back button to look at the other choices on the search engine results page.
They'll keep returning to the results page and narrowing their search until they find exactly what they're looking for.

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.

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Tedd McRibson