Do PPC Advertisements have to be in the Top Three?
If you believe in the myth that PPC advertisements in the top three spots on the Google SERP are the only advertising spots that are going to show high returns on your investments, you are seriously underestimating the power of PPC Advertising and the behavior of the average online user.
You might see your advertisement coming in at number 5 or 6 on the Google SERP and feel a pang of envy of those advertisements which feature above you, but it is important to not let your emotions take over. The best thing to do, in every respect with online advertising, is to let the data help you judge the situation.
Reasons why people choose to click on a PPC Advertisement
– your meta description is compelling
– your title grabs their interest
– your URL looks trustworthy thanks to your branding campaign
– your keywords match their needs
– your call to action verb is compelling
Reasons why the top three advertising positions aren’t always the best positions
– Users click without really reading your advertisement, just because it is the first one on the page and they then realize that it’s not the advertisement for them, which costs you advertising money and doesn’t bring in revenue from conversions.
– The top spots cost more money in general; at least the cost of keywords in the top spots cost more money in general, particularly when the keywords are highly competitive within your specific industry.
– Internet users are becoming more savvy by the day and they select the links to click on based on a number of factors, not just because the advertisement is in the top position, which is why it is more important to spend more time focusing on the quality of your advertisement and the optimization of your landing page than bidding high on keywords to get in the top three SERP positions.