"The first position in AdWords ... the monkey? All we want to get the first Google AdWords, but there is only room for one: for him who his target is the group of apes
Good seller of real estate assets (houses, flats, offices, retail or industrial) know that the value of these things depends on 3 variables:
- Location
-
Location - Location
a Manhattan apartment overlooking Central Park can be easily over 10 million euros. Enough to buy 100 identical apartments in many areas of Spain. The only difference: location.
Does Google AdWords is the same?
The position is vital. If you ride your AdWords shop in an alley on the outskirts, you will have fewer visits and purchases. No matter how good your merchandise and your service excellent.
If you appear in the last positions of the Google results page, the chances of being seen and you click are small, as shown in this heat map of CTR (click through rate, click rate) has calculated iCrossing:
Level CTR by position in Google
As shown by the intensity of colors, the first positions are the highest CTRs and the latest, the crumbs.
let alone be in the second, third or umpteenth page of results. It's like opening the store in the desert of Monegros: how much sleep you enter. Therefore, we must be in the commercial center, top.
We agree that it is also important in AdWords "position, position, position." Right? Noooooo!
The Monkey click
When I sit in front of a prospect who wants to run their website, I invariably do the same question: "How much will it cost me out on 1 in Google?
Some interactive agencies sell "First positions with AdWords" or "Appear at the top" or "Exit 1 in Search Engines." Is the wrong approach, but successful, because that is what many advertisers seek.
The obsession with being the first is fed by many as the previous graphs. The visibility data and click does not lie. In 2006, the rundown giant AOL (American Online) processed millions of data to conclude that 42% of all clicks on the first page of results took them first position.
But if you're doing AdWords and have analyzed the data, then you will notice that the 1 position is dealing better than your competition. Why?
BlindFiveYearOld.com is what in theory called "Click Monkey", the click of the Monkey: human beings tend to act like a monkey, by clicking the first thing is, regardless of whether you are looking for or not.
is an impulsive behavior, rooted in our most primitive instincts and has no significant impact on error, we give the back button and continue looking.
But
this causes a cost to the advertiser (Google charges you click). A visit and zero sales.
The proof that this is so is another heat map, this time conducted by Cornell University, which compares the clicks of the time spent each user to each link (through eye-tracking tool):
Comparison and% time% CTR on Google
These data correspond to a page of organic results, ie free, but the conclusions we can apply to sponsored links, the AdWords the first position takes more than half of the clicks (56%), but en cuanto a tiempo, sólo la mitad en proporción (28%).
Si lo comparamos con la segunda posición, ésta parece ser más interesante, ya que el tiempo dedicado es casi el mismo que en la anterior.
En definitiva, se trata de comparar cantidad con calidad. La primera posición tiene el máximo de cantidad pero muy posiblemente, la peor calidad de todas las posiciones. A medida que bajamos, el grado de calidad va en aumento.
La última posición (en AdWords, la 11ª) alcanza un pico en calidad. Es lógico, el usuario que llega hasta aquí se lo ha leído casi todo y si hace clic es porque realmente le interesa.
So all the latest position? The extremes are bad, the last positions are often also the worst because of its low level of clicks.
When justifiable to be on 1
Like everything in life can not be categorical and say that you should never be in the first place.
4 I can think of exceptions:
1. When you are first organic results: it's free
For AdWords:
2. When no one else is advertised: like it or not occupy position 1. Blessed if this is your case.
3. When you do not mind the money, there are companies that appear to them and seek that thing on the report of the "diffusion brand"
4. When you have a large margin, a client that sells machines with more than 8,000 € AdWords potential customers get a 20 € contact. Logically his instructions were "Bring me everything you have, but the cost rises to 100 € per lead." Now they are almost always in position 1.
AdWords perfect position: the CPA
If we said that neither the 1 st or 11 th are not recommended in most case, what is good? Reviewing optimized campaign data, the positions I see are:
- consumer services firm, from 3 to 5
- Company of industrial products between 3 and 4
- Manufacturing Company Machinery: 4 to 5
- machinery distribution company: between 1 and 2
- Company services to tourists: between 3 and 5
- Company services to other companies: between 3 and 4
The conclusion is: it depends.
Every company, every product, every market, every country, have a level of optimal position, that position with the higher number of visitors with the best quality. We see in these examples is more or less in position 3 or 4, but this is just a guide.
Each case should be calculated. It can be done in two ways, hiring an expert in cost analysis or easier, using the power of Google Spreadsheets.
With the latter I mean what Google calls "Conversion Optimizer, a strategy guide to the CPA (cost per acquisition). This strategy is known by most advertisers AdWords and yet is like discovering the Holy Grail.
The CPA will treat them in an upcoming article, but in a nutshell, its implementation means automate betting positions and other parameters so that the campaign generates the best results possible within the limits of cost (the cost of acquire a customer, contact, a donor or whatever the parameter linked to the CPA).
Meanwhile, let's stay with the moral: the first position, that the vendors are bananas.
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