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E-Marketing Performance Blog

Good Guys Finish in the Middle… And Are More Profitable!

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!

Max Speed

If the Pole Position Marketing team had a muse—and it does—it would be Max Speed. We love Max’s occasionally off-color, usually amusing and always pointed “Maxisms.” (Maybe “Maxims” would be a better word.) Max gives voice to some of the things we think but, bound by professional decorum, aren’t permitted to say. At least, not out loud.

One Response to Good Guys Finish in the Middle… And Are More Profitable!

  1. Igor M. says:

    Seth … this is true for some industries and not true for others. Here is an example.

    If I sell a product that people usually like to research and compare with competitors, YES it’s best to be #2, 3… BUT If I am selling an item that people do very little of research on and rarely compare with competitors… I want to be #1.

    If I sell linen, I want that #1 spot in order to get the visitor right away and interest him/her in the items I have. So even though I agree with you that for many companies it’s best to be positioned 2nd or 3rd, I’d put a big “Depends on industry” sign on your statement.