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>> VALLAEYS: Hello, I'm Frederick Vallaeys, AdWords Evangelist. I was speaking at a panel
at SMX in New York a few weeks ago. And one lady wanted to know how she could figure out
how her ads perform in different positions on the page. And her question was basically
because Hal Varian had posted a study on the inside of the AdWords log recently. And his
study said that conversion rates don't vary much with Ad position. You can find the study
right here on the inside of the AdWords blog post. Now, obviously, this study was sort
of generalizing the data, right? So individual results could vary and how you perform in
different positions on the page could be very different than how the average advertiser
performs. So to be able to answer that question, you can’t really just go to your AdWords
accounts because if you look into your account, you look at some of your keywords, you can
see your click-through rates, your number of conversions that you get, but it doesn’t
break it down further by which position on the page you had. So for example, well, how
did you perform when you were showing up above the search results or on the right-hand side
of the search results? If you want to get that information though, we do have a report
that's in analytics. So if you go to your analytics account, which hopefully you've
already hooked up to your AdWords account, there is a report in traffic sources. And
then you go to AdWords, and then there's this report called keyword positions. If you click
on that, it will show you the same keywords that you have in your AdWords account, which
you were able to see on the other tab. So for example, this one, citizenship task, let's
take a quick look at that in my AdWords account. You can see citizenship task is indeed one
of my keywords. I'm getting 31 conversions over 286 clicks. But it doesn’t tell me
where those conversions came from, from what positions. So now, I can go into analytics,
click on this keyword, and it shows me how often this Ad showed up in a different positions
or at least how many visits were generated from each of the distinct positions that this
Ad was on in the page. For example, when the Ad was in the top-one position above the search
results, it got 132 visits. Whereas for example, that it was on the side of the page in position
seven, it only got about 24 visits. Now, visits are not really that interesting, right? We're
looking for what’s my conversion rate? Is it actually worth for me to go to a higher
or a lower position because my conversion rate has to be different? So to see that,
you have to have your goals hooked up in analytics. And I have goal to conversion rate set up
here, which is tracking something on this website. And you can see that in the top position,
it’s 13.6%. In the top-two position, it's 14.84%. So you can see that in the top positions,
the conversion rate is actually pretty steady between all of these different positions.
And now if you look at the right-hand side, there's a little bit of fluctuation here between
side-two, side-three, and all of the other positions. But you can see that generally
speaking, the--what Hal's study was showing kind of applies to my account as well. There's
not that much variation between the different positions. And of course, you also want to
take a look at how many visits actually came in, right, because if, you know, top-four,
you only got two visits. And knowing how many conversions came off with that, it's probably
not that statistically relevant, right? You see that it's 0% in this case, but that's
essentially because my Ad didn’t show up in that position very often. Before the places
were it did show up more frequently such as, you know, top-one, top-two, top-three, and
maybe, you know, side-three, and side-two, you can see that the conversion rates, you
know, you'd earn 13% range or if they are on the side, they're actually a little bit
lower. So that indicates to me that maybe I do want to be at the top of that--of the
search results because they convert pretty well, and it's not just curiosity comes. Anyway,
take a look at this report in your accounts. If you haven’t set it up, I recommend you
do it. It's pretty useful to see. And I hope you enjoy this video.