So within the world of PPC advertising, it’s always the most profitable to rank #1 in ad positioning, right? NO! From my experience, I’ve found that it’s almost never beneficial to hold a #1 position. The deficiency of the higher CPC cost almost always outweighs the benefit of the top positioning, thus greatly hindering profitability. I’ve found optimal positioning for profitability to be in the 4-6 positions. However this will vary on a case by case basis depending mostly on the competitiveness of each keyword. So remember, first is not always best!