There has been some discussion already of the problem of breathlessly chasing the number one ranking for a certain keyword. Some people will get involved in a bidding war to have this ranking, in the belief that it will result in big-time PPC results – but all too often they are wrong.
Certainly, there is a very real chance that you will end up spending too much for the price of a keyword to really be justified in terms of what it pays out to you. And this is all the more regrettable, because there are real advantages to not being right at the top.
We’ve all done a bit of window shopping in our time – and there are as many of us who will not take the first choice offered to us as those who will. This means that just being in the top three, four or even five ads will have positive results for you.
If you have done a good enough job of selling the product on the landing page then you may well find that the lower price you paid to be slightly lower on the ranking was excellent value, because people will check a few different sites before settling on a final decision.
The prize, after all, is not just being in first position on a list of rankings which are decided on he basis of who pays most. The real prize is the income from clicks and sales which can only really be achieved by good selling on your site. By all means aim for number one on the list of rankings, but if you fall a little short it really is not the end of the world.
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