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Company
> Newsletters
>Ad Positioning, pg. 3 of 3
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Observations on How Ad
Position Impacts CTR, Conversion Rate and CPA Putting
It All Together
So, what can we conclude from our data collection? First, and most
importantly, recognize that the results of our analysis are based on a collection
of our data from various industries. Each industry will likely have its own "PPC
personality" that to some extent will have an affect on how ad position
impacts your Return on Investment.
The factors that make up this "PPC Personality"
include:
- The
nature
of your products or services
- Researching,
shopping, and buying behaviors of your prospects
- The
marketing strategies
and actions taken by your competitors
- Seasonality
impacts for your industry
It's important to understand how the PPC personality of
your industry impacts the success of your campaigns. The essence of successful
PPC marketing does not rest on any one tactic. Constructing a thorough keyword
list (with appropriate negative keywords); creative testing of ad titles, ad
copy and landing pages; ad scheduling; and geo-targeting are all important
ingredients in determining the most profitable position for your ads.
And finally, don't forget that your strategies are only
as good as the integrity of your web analytics. Be sure your analytics are
providing you accurate and timely measurement of all your key performance
metrics.
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