Posts Tagged ‘bid to position’

How Important Is An Ad’s Position?

By August 4th, 2011

Do we need to choose a target position for our Google keyword set? Hal Varian, Chief Economist at Google doesn’t think so.

Recently Google decided to retire the Position Preference in Adwords. The reasons cited were:

  1. Low adoption
  2. Existing alternatives for this feature

Low adoption? Really? Well, only Google would know and can decide that. There were a lot of advertisers who liked it and were using it. However, as Mr. Varian mentions, there are alternatives.

  • Google’s “automated rules” can be used to maintain preferred positions. Details at the bottom of the article*
  • Some 3rd party search management platforms offer a “bid to position” option.

The key question is: How important is an ad’s position?

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