Bidding For Top Position In Google AdWords: What Does It Get You?

Bidding For Top Position In Google AdWords: What Does It Get You?
SHARE
THIS



In this guest post, Nathan Sinnott, CEO of Newpath WEB, explores the good and bad behind Google AdWords, and if there’s any real value in chasing that top spot for your brand.

One of the oldest and still hotly contested debates in AdWords is just how much value there is (or isn’t) in bidding for the top position. Much of the time, marketers and executives will bid for the top position for their keywords in the pursuit of that winning feeling.

There’s no denying it, we all know that feeling of seeing our company at the top of a search engine results page. But, I want to take a look at the difference between the top spot, and positions below it. How does the rank of your ad impact its results?

Does it differ on Google vs. their search partners? I’m a certified AdWords partner in Melbourne and a bit of a nerd, so I love this stuff, and found the results very interesting.

Top vs. Not

I started looking at data over approximately one year, across a variety of industries and search terms. This data can be pulled from Google using the Top vs. Other segment where you can pull this data for specific levels of your own accounts and brands.

The differences when combining all search traffic (Google + Partners) makes a very compelling case for top placements.

Not only does the consumer click at a rate that is approximately ten times, the conversion rate is double, and the cost per click is almost one half. Pretty compelling hey?

This all adds up to greater numbers of sales, at a lower CPA (Cost Per Acquisition).

Google vs. Partners

The difference for the partner network also tells us a pretty interesting story.

Google outperforms the partner network in click through rate and conversion rate, however with a price tag attached as the CPCs (Cost Per Clicks) are higher.

According to recent reports, Google experienced two per cent growth in partner traffic vs. a 40 per cent growth in their own traffic. I’m sure that some of the shifts in their partner network have a lot to do with this, but maybe advertisers are getting savvier with their data and opting out of the partner network for these very reasons?

What should you do with this info?

  1. Lift the lid on your own metrics. What do they tell you? Measuring top position is almost never the right metric to judging success, however understanding the building blocks that make up your success is important obviously. Take the time to review this data, or bring in an expert that can help you – like me.
  2. Have you considered if the search network is right for you? If you are running on a tight budget then it probably doesn’t make sense to extend your full keyword list to the partner network. But… this doesn’t have to be an all or nothing approach. Choose your best performing (or preferred keywords for a particular reason – highest profit yield etc) across the networks.

There’s a wealth of enormously beneficial information hidden in your data. Taking the time to analyse and understand it, to make informed decisions is what will set your campaigns apart from your competition.

 

 

Latest News

Coca-Cola South Pacific Unveils FIFA World Cup Campaign Via Ogilvy
  • Campaigns

Coca-Cola South Pacific Unveils FIFA World Cup Campaign Via Ogilvy

Coca-Cola South Pacific has announced details of its new 2018 FIFA World Cup campaign titled “Stock Up”. The campaign, by Ogilvy, encourages fans not to wait until the last minute to get a Coca-Cola for the perfect match. It will air during select group games, all Australian games and all knockout ties – including the FIFA World Cup Final […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever
  • Opinion

Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever

In this guest post, CEO of Delacon, Michael Center (pictured below), argues in favour of something we don’t hear too much a bout these days – the good old fashioned telephone… It’s 142 years since Alexander Graham Bell made his first call on 10 March 1876 to his assistant Thomas Watson, where he uttered the […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]