Why is the No.1 ad position on Google search not always best?
Business owners and marketing managers typically aim to be No.1 on Google for the search keywords they’re targeting – but it does always deliver the returns expected.
When it comes to Google Ads, often the No.2 or No.3 positions will in fact deliver a better Return on Investment (ROI) than the absolute top position.
Why? Well, the higher you rank, the higher your cost per click … and not every click will result in a conversion (an online sale or a lead, such as an enquiry form submission or phone number click).
By contrast, ranking No.1 within the organic (free) search listings through SEO efforts definitely provides an advantage: more clicks for no additional cost.
For paid ads, rather than striving for the absolute top of the page whatever the cost, it makes far more sense to focus instead on continually increasing sales or leads while minimising the cost per conversion. After all, improving your business’s profitability is what matters most.
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