Positioning Strategy for Paid Search

Chapter 3 of Paid Search Planning and Strategy

Ad positioning in the search engine results pages is naturally a fundamental concern in paid search. This chapter considers the factors that can influence this and strategies for targeting the top positions.

By Econsultancy

6 minute read

When it comes to targeting the top spots in the sponsored listings on a search engine results page, there are many considerations to take into account. This chapter considers the practicalities and factors influencing positioning strategy. It covers:

Impact: Impact: What are the actual benefits of a top position and the relationship between higher-up ads and conversion rates??
Strategy: How should businesses balance the branding benefits of greater visibility with the cost of these pole positions?
Keywords: Ranking and cost per click are not always linked. Which keywords should brand prioritise?