Where is your sweet spot when determining your position on the search engines? What position brings you the best return on your PPC advertising investment? You don’t always have to be in the top positions to generate solid positive ROI. We find a combination of various positions that are “above the fold” work very well in the pay per click arena. “Above the fold” — for those not aware of what it means — is an old newspaper term for the top area on a newspaper that is visible as it sits folded in its sales stack. It’s the area clearly showing before you have to pick it up and unfold it to reveal the full front page layout. This area is analogous to the area on a search engine that is immediately visible when the page first loads, the area that a searcher sees before having to scroll down the page to reveal whatever else is there. This is the area where you will want your ads to be showing for the vast majority of your keywords.
Sometimes the #1 spot will be your sweet spot because your conversion rate is high enough to make it profitable, or perhaps you only have a few competitors and that top spot is not very expensive to hold on to. Quite often, however, the upper right position is a position that delivers a good return because the average cost per click in that spot can sometimes be much lower than those very top positions on the left. Even the second through fifth or sixth positions on the right side of the page can be very lucrative spots to be in. These can be anywhere from 2nd to 8th position, depending on how many ads Google or Yahoo show in the upper left area. Regardless, they are all “above the fold”. They are all visible immediately to a potential customer without requiring them to do any additional effort. Even though it may be as simple as scrolling down the page, it is an extra step that a customer has to take to see your ad, and some people never make that extra step.
Think “above the fold” and you may just find a sweet spot that keeps your smile rising along with your PPC advertising profits.