AdWords Top vs Other & Search Partners Clicks
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. :-)