17 Jun '14, 1pm

PPC Optimization & Balancing the Relationship Between Metrics: Top 3 Things to Consider

Last month I posted an article that looked at the relationship between click-through rates and average position . The data showed the high correlation between a top positions and having a high click-through rate. The post sparked several comments and discussion on Twitter, and a lot of debate around the business challenges that come with the findings. Should you really be chasing a higher position in order to get the incremental clicks? What about the relationship that average position has with other metrics, primarily conversions? This post follows up on that article with some thoughts on these comments and questions. Here are the top three things to consider as you optimize and balance the relationship between metrics. 1. Conversion Rate and Position do Have a Correlation I ran the above data from our clients and found conversion rates do go down as position decreases. T...

Full article: http://searchenginewatch.com/article/2350418/PPC-Optimiza...

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