PPC Without Pity

What keyword positions work the best in a PPC campaign? It’s a pretty common question, but there’s no straightforward answer. Like a lot of other factors in pay per click advertising, you need to do your research and check your web analytics numbers to see what works best for you.

If you have Google Analytics installed and linked to your AdWords account, it’s easy to get information on what keyword positions are working for you. Just follow these steps:

Getting to the Keyword Positions report in Google Analytics

1. Select your “Traffic Sources” menu on your left sidebar.
2. Open the “AdWords” drop-down menu.
3. Select the option “Keyword Positions.”

And you’re done! This report will give you traffic metrics (total clicks, impressions, CTR, etc.) for your AdWords keywords at the listed positions. If you have goal conversions set up (and you should), then you can even get information on what positions your keywords convert best at.

Once you get an idea of the positions that get you a good conversion and cost-per-conversion rate, then you can start making bid adjustments to make sure you hit those positions more often. This is yet another example of how accurate web analytics setups can really improve your ROI for pay per click marketing campaigns.

This entry was posted on Sunday, July 19th, 2009 at 5:10 pm and is filed under Analytics, Google AdWords, Keywords. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.