David,

Im not sure if you touched on this in your webcast or articles. I was wondering what your opinion on position pref. is? I have not used it often, but I have recently thought about using it with a few clients. My reason for this is based on the favorable bounce rates in the lower positions. I usually prefer adjusting bids as much as possible to get the desired position. However, I have noticed that, overall, positions have been fluctuating more than ever before.

Thanks

I use conversion numbers to determine position - bounce rates are important but getting the right traffic can be a question of a bunch of bounces for a bunch of conversions - they ones that leave are ok then

Good point. However, if everything is done correctly, couldn't one argue that bounce and conversions are relative? I realize conversions are ultimately more important, but if I am seeing high bounce rates wont my conversions be negatively effected?

For one of my clients, their budget is so large that we have 2 dedicated Google specialists counseling us on a weekly basis. One surprising piece of advice they recently gave us was to turn off Position Preferences (which I had turned on). The reason being, that your ad won't show when it can't be at or near the desired position. So you could be losing some Impression Share and clicks.

My take is that you'd have to set the Pos. Pref. carefully on a keyphrase level. For example, let's say for your brand-name related keyphrases you normally rank near #1 or so. For more general phrases you rank near #4 for example. You'd better run your analysis differently for each. I bet your bounce rate is lower on your brand words. But your CTR is through the roof on your brand when you're at the top, and poor when ranking lower position. If you just set one blanket position preference across the board, your normally high-ranking keywords, such as your brand words, will suffer.

P.S.: I agree that bounce rates are inversely proportional to conversion rates, all else being equal. If you find a consistent pattern for position relating to bounce rate, that's quite a deep analysis you've been doing! Are your calculations normalized by Quality Score?

I m new for PPC so anyone explain about how PPC is work and benefits?

PPC marketing efforts and the results they produce are different from SEO efforts. You can control your positions and your website’s exposure based upon a pricing platform.

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