Bidding in paid search is generally not an event filled with a lot of confidence. One of the ‘lingering doubts’ that makes decisions hard and choices uncertain has always been keywords that have only managed to get low in the first page – positions 6-8 – and yet never hit whatever goals are set for them.
Even if they had a lot of impressions and a good number of clicks, it’s been hard to cut them loose, due to the nagging thought that ‘if they were only up higher, those better converting people would click them and everything would be alright.”
Or so we (at least I) always thought.
But as I was staring at a long list of keywords over the weekend, pondering bid strategies (yes, I know how to have fun) it occurred to me that Google’s recent claim that conversion rate don’t vary (much) by position should take this worry away. There really aren’t a higher class of frequent buyers to meet higher up the page.
It’s still a little hard to believe. But I’m trying.
For background on all this, check out the article I wrote on SearchEngineLand discussing the recent Google announcement.