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