Why Ad Position Matters

This report draws on intelligence from over 1,000,000 Google searches across 10 large search engine marketing campaigns to shed light on the relationship between ad position and click-through rate. It’s common knowledge that ads appearing in the highest paid positions usually experience a higher click-through rate (CTR). However, surprisingly little research has been published on this subject. Few people know how fast CTR falls for ads that appear lower down the page, or even what the distribution of CTR is across ads beyond their own campaigns.

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