The Most Misleading Stat on Google AdWords
When You Don’t Want to Rank #1
What do you use to measure the success of your AdWords campaign? Â It’s certainly going to be a different answer for different people – and the reasons for those different answers are often valid. It’s amazing though, how people focus on the wrong metrics. Â We’ve all gotten so obsessed with ranking #1 on Google that we think it’s most important for Google AdWords too. Â It’s not.
Here’s the reason why ranking #1 is so deceiving – it really doesn’t measure your effectiveness. Â And you’re paying for it!
- Ranking 2-3 gets you on the first page also, and it’s cheaper. Â And, when you look at the results for your own searches, do you really give the top AdWord more credibility than the one right below it?
- Not paying for the top leaves more money for more clicks. Â Remember that you pay every time someone clicks. Â Do you want to use all your money for 1 click?
- I have very rarely seen an AdWords campaign that doesn’t hit its daily budget. Â Try to spend less. Â Trust me, you’ll still get enough clicks to use up all of your allocations.
So, for example, if I have $20 for a campaign and pay $10 per click, I may get position #1 and 2 clicks. Â If I back off some, spend $5 for a lesser ranking and get 4 clicks, it was likely a better investment. Â You still need to look at your analytics and see what kind of traffic you’re getting – and converting. Chances are, it’s the same basic traffic, just more of it.
Sure, try your best to rank well. Â If you do get #1, great. Â Just don’t overpay for it. Â It’s not a contest. Â Let a competitor beat you out if they want to pay a lot – it’s their money. Â You’re smarter than that.
And, if you want some help on your PPC campaign, let us know. Â We’d be happy to help you succeed.
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