3 replies to this topic

[Searchaware]

There is much discussion of click through rates varying depending on the type of search term, the quality of the ad etc. but my question is focused on differing click through rates based on positioning within PPC systems - particularly Overture.

Overture make much of the drop in exposure which occurs if you bid into positions 4 and lower however the inflated bid costs for many keywords is perhaps increasingly making lower positions the most realistic position from a business perspective.

With this in mind, and assuming a generic keyword and assuming a well written ad, does anybody have thoughts/information on typical click through rates for a PPC ad when it is bid in to say number 1, 5 and 10?

How much of a drop in click through would you expect?

I would be interested to hear from anybody who has collated information on this subject.

[Bernard]

IMHO, the demographics of where your ad will appear for listings out of the top 3 will have a greater potential impact on your ROI than the CTR. Check out the chart listed under the Premium Vs. Classic heading:

Overture Premium Vs. Classic Listings

Depending upon your product/service those syndication partners may or may not be targeting your audience.

[Searchaware]

Bernard

Point noted however I am particularly keen to understand whether anybody has specific data relating to the typical change in CTR dependent on position.

The key metric for campaign success is the ROI however I am interested to share data on this initial point.

Simon

[Haystack]

Hi Searchaware, I haven't seen any data on the effect on CTR either, but I'd expect the reduction in impressions would have a larger effect than the CTR on your traffic. For example, if Yahoo happens to show your Overture ad at the top of the 2nd page of results, the CTR could be quite high, but the impression would be substantially less than on page one.