Our team of digital marketing experts has implemented a weekly series, Ask the Experts, dedicated to answering dealers’ questions regarding L2TMedia’s solutions and best practices. The success of our dealerships is our number one priority and we know that many of our clients have questions when it comes to what we do. So ask away!
When does it pay to be in number one positioning?
Contrary to popular belief, position #1 is not always the best ad position for your business. While position #1 is certainly great for visibility, it is not always the best when it comes to conversions or ROI. Google’s bid auction ensures that the more you bid, the better chance you have to appear in a higher position. Our PPC Specialists, however, know that going after the top spot right away can exhaust your budget quickly. Over time, as your account becomes more and more optimized, quality score and relevancy will improve, thus improving ad rank.
L2TMedia’s PPC Specialists recommend being in the top three ad positions. As optimizations are completed and ad extensions are added, you will begin to take up more ad space and will likely begin to rank higher. Based on what we know about search habits, individuals are less likely to scroll down and catch any ads below the third position. Individuals that end up scrolling to see additional results are more likely to choose an organic result, rather than an ad.
One caveat to this is mobile positioning. Very few ads show up in mobile search results pages, making it even more important to rank in the top positions.
Do you have a question for our experts? Ask here!