How To Discover Your Optimal PPC Ad Position - Internet Marketing ...

If you use pay-per-click advertising you know how expensive and hard it sometimes can be to find the right balance between good campaign performance and a healthy return on investment (ROI). The two major PPC platforms in use today are Google?s AdWords (the majority of advertisers use this) and Microsofts adCenter. Both use a system to place your ads alongside relevant organic search results. The position on the page where your ad appears is calculated by looking at things like your bids, your ad relevance, and your landingpage quality.

Being at the top

People tend to think you need to get to the very top of the page to do well. Indeed, usually (but not always!) ads in positions 1 to 3 get the most traffic and have the best click-thru-rates (CTR). However, being at the very top of the ad results does not always give you the best ROI or most conversions. Depending on the industry, being #1 can cost you a fortune, as is the case with lawyers, credit cards, insurance etc. Yet, sometimes ads bring in more conversions at position number 4 or 5 (which is at the top of the right side bar) or other positions. Knowing which position works best to achieve your advertising and business?goals is very important. Read further to find out how!

How to find out which ad position works best for you??

There are several ways to find out. We will discuss 2 of them: using Google Analytics and using Pivot Tables in Microsoft Excel.

Using Google Analytics

In order to get this data you need to link your AdWords and Analytics accounts:

1. In AdWords, select the Tools &?Analysis tab, then select ?Google Analytics?.
2. Select your website in Analytics and once in, select the Admin tab on the right hand side.
3. Under the navigation bar, next to All Acounts it displays your domain. Click on it.
4. Select ?Data Sources? and in the menu below, link your Adwords to your Analytics profile.
5. You?re done!

Now, we can view ad performance by position. To do so, go in Google Analytics and go to Advertising on the left hand main navigation. Under AdWords, select ?Keywords Positions?. Now you can select one of your keywords and, amongst others,?it will show the performance of your ads in several positions. This way you can see what the optimal position for your account is.

Using Pivot Tables in Microsoft Excel

The above method works, but you can only see data for?1 keyword at a time. Therefore, a more efficient way to get overall feeling for which position works best is to create a pivot table. This will allow you to see very clearly which ad positions are optimal for your goals.

Creating pivot tables is not that hard. I found a very useful video explaining this in great detail. I recommend you watch below video and follow along. Then you too will find your ads? sweetspot and become a more efficient and profitable online advertiser.

Source: http://www.netconnexion.com/blog/find-your-optimal-ppc-ad-position/

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