Does conversion rate vary by ad position? Yes (but not usually very significantly).
Does it matter? No.
Is it worth paying to stay ‘Top Of Page’ all the time? No.*
Will the lower CTR from Google Search ‘Other’ affect your quality score? No.
Will the lower CTR from Search Partners affect your quality score? No.
Will the lower CTR from Google Display Network affect your quality score? No.
Should Search Partners be excluded? No. *
Lead generation example:
*There are exceptions to every rule. :-)
It hasn’t changed much in the last year or so…
OK – you could say that getting 8 questions wrong was pretty poor, but in my defence I did have 1 hour 31 minutes left on the clock at the end of the exam, and I would rather get on with some actual work than spend lots of time trying to figure out some badly worded, ambiguous multiple choice questions..
The actual questions on this exam haven’t changed much in the last 3 years. There was no mention of Conversions (opt) or Final URLs for instance.
There’s an article worth reading on brand CPCs over at
While it’s true that Google push things too far sometimes and want to have their cake and eat it, you can’t afford to ignore the value of brand keywords.
Make sure you set realistic bids on them (don’t pay more than they are worth) and use negative keywords to exclude your brand keywords from other campaigns / ad groups.
Here’s a recent example from a lead generation site in Ireland.
Check out the difference in CPC and cost per converted click!
What effect does decreasing prices (excluding delivery) have on the performance of Google Shopping campaigns?
Here is one example with a fair amount of data :-
Of course, this is not definitive proof that you should never offer free delivery, but it is food for thought.
If anyone else has any evidence to the contrary, I would love to hear about it!read more