Google Ads Top of First Page Position – Pro vs Con
Every advertiser is vying for the Google Ads top of first page position. The question is whether this strategy is a good one or not. Management strategies can vary because the objectives for each advertiser may be slightly different.
When Does it Make Sense to Try and Dominate Position One?
- When you have a very large advertising budget and your conversion tracking is high. You could reinforce this management decision with actual sales data. The return on your advertising dollar will ultimately determine the viability of such an aggressive strategy. You have to monitor your results to prevent wasted expenditure.
- In cases of longer tail keyword searches. With a lower CPC and quite often less competition, this is where dominating position one will quite often be the most effective. In the example below, the CPC is only $2.26 and Clarendon Homes has the only advertising listing.
- Keywords must align with ads and landing pages. Poor practice is seen in this example above where the keyword does not appear in the description of the ad. This costs the advertiser more per click. Read more about this in my post about ad ranking.
When Should You Make Google Ads Top of First Page Position Less Of a Priority?
- When you have a limited Adwords budget. As with most things in life, you cannot have what you want at all times. In the more competitive Adwords industries like carpet cleaning or plumbing, metropolitan advertisers may have to place limits on their auction bidding. When the average click cost for keywords is expensive, the advertiser’s budget can be spent early in the day. The effect of this that your ads stop showing.
- If your ads grab the most attention. Part of professional quality Google Ads management is to always test the effectiveness of your advertising. If you can produce content that really grabs your visitor’s attention, you can target position 2-4 on the first page with your bidding.
- When you are not that dependant on new customers. Mature businesses may aim to have their ads more as a reminder to there repeat and referral customers.
- Your Quality Score is between 8/10 and 10/10. Make sure keywords match ads and the ads match the landing page. Your reward will be a prominent ad position at a lower ave click cost.
Conclusion: Less is Sometimes More When it Comes to Adwords Bidding