Everyone in the industry agrees: getting your business’s website on the first page of Google search results is absolutely vital to reaching and developing your customer base. However, if you’ve been struggling to get your webpage to the number one position, you might be interested to hear that you can stay effective as long as your website lands above the fold on the first page.
The Benefits of The 2nd and 3rd Position
Consumer behavior research suggests that most visitors don’t simply click on the first result they see and then go on to make a purchase. According to Synchrony Financial’s Fourth Annual Major Purchase Consumer Study, consumers on average research four unique retailers.
When conducting research online, your potential customers will mine multiple sources from the search results to find the information they need. So why bid high for the number one position when a web user will likely return and select your ad from the second position at a smaller cost to you?
If your ad appears second or even third, you will still be receiving clicks, and you’ll be paying less than your competitors. This means your budget can be stretched farther, and earn you more clicks and impressions along the way.
Take for example the performance of two ad groups managed by Aronson Advertising Inc. Our clients spent nearly half as much per conversion securing a second place position, but retained a CTR less than five percent lower than the top position!
How else can you keep your ad position high without aggressive bidding?
Even if you don’t have a large budget to work with, knowing your way around paid search advertising can help keep your website competitive with larger businesses in your industry. Your quality score is one of the main items to keep an eye on, due to its importance in determining your average position, visibility, potential traffic share, and even your CPC.
A solid negative keyword list can also keep your ads from showing on irrelevant searches. This will optimize your spending and improve your CTR.
The dedicated PPC experts at Aronson Advertising, Inc. can help you improve your quality score through the creation of appealing ads and the use of engaging and relevant keywords. This will help your ad grab attention even if you miss the top placement. We will also ensure that your landing pages attract and keep users’ attention from the moment they arrive at your site, whether they are searching from a desktop or a mobile device.
If you would like more information on how you can improve your click-through-rate without significantly increasing your budget, the team at Aronson Advertising, Inc. can help. Fill out a contact form and a digital advertising expert will be in touch to discuss your options.
