Does ad position matter to your AdWords Campaign? - Jacky Yuan | Digital Marketing Consultant
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Does ad position matter to your AdWords Campaign?

Does ad position matter to your AdWords Campaign?

 

What is a good position in Google AdWords?

 

An average position of 1-8 is generally on the first page of search results, 9-16 is generally on the second page, and so on. Average positions can be between two whole numbers. For example, an average position of “1.7” means that your ad usually appears in positions 1 or 2.

 

Question: Do users behave differently on my site if they came there by clicking an ad on the top of a page?

 

Let’s find the answer that from Google Analytics.

 

Here is the data from one of our client. Please notice that the data may revise for confidential purposes. Hereby, I just demonstrate how will I analyze those data.

 

In Google Analytics, you need to use custom reports under customization.

The “Ad Slot Position” dimension is indeed deprecated, but as you point out, it is still working and sending data at this time. But it is still a great reference

Back to our report

However, we can not determine anything so far now. Let’s download the data and open it in Excel using a pivot table.

Ad Position Sum of Sessions Average of Pages / Session Average of Avg. Session Duration Sum of Goal Completions Average of Bounce Rate
1 261 3.5 249 26 40.94%
2 126 3.1 178 12 33.73%
3 47 3.7 245 3 29.28%
4 14 4.5 243 2 26.67%
Grand Total 448 3.5 226 43 34.99%

 

Here is the Breakdown.

 

Although we have couple position is 3 or 4, as the definition of Google: An average position of 1-8 is generally on the first page of search results, position 3 or 4 is still a good ad position.

 

So, Do users behave differently on my site if they came there by clicking an ad from the top of a page?

 

Based on the data just above, by having a glance at the table data, there is not much difference as far as for the performance. Therefore, for this AdWords account, as long as your ads are positioned on the first page then you are good.

 

I haven’t tested an account that combined with first and second-page results. In the future, if I have a chance, I would like to share your guys again.