It is often mistakenly assumed that the top positions are always the best positions for Adwords ads. From an ROI perspective, however, this is often not the case. Our study on the influence of AdWords ad position on the conversion rate shows this . There is no doubt that the first 3 ad positions usually generate the most clicks, but if you look at the conversion rates and the resulting costs per conversion , these are often worse than for ad positions > 3.
This is often because the top ads often generate lower quality traffic, as they encourage users with lower transaction intent to click. A user who is seriously interested in a product or service, on the other hand, will dominican-republic phone number data also pay attention to other providers or ads that are located to the right or further down. To find out which ad position has the highest conversion rate, Google Analytics offers an interesting report that cannot be found in the AdWords interface.
Via Traffic Sources > AdWords > Keyword Positions you can display the ad positions with the best conversion rate for keywords with a valid number of conversions or transactions. It is important here that you do not just evaluate the pure number of transactions, but also use a relative value such as the e-commerce conversion rate for the evaluation.
This report can be used to determine which keyword in which ad position allows the best possible use of the click budget used. These keywords can then be positioned in the desired position using bid management.
AdWords optimization by time of day
To find out at what times of day the best conversion rates are achieved, you can use the custom reporting in Google Analytics. Simply click on custom report creation and select the conversion rate for the respective goal as the key figure. Then define source/medium as the top dimension using drag & drop and select campaigns and then time/hour as the other dimensions below. In the screenshot, we have added a few more key figures to the custom report. Save the report and you will have an overview of the best performing times of day for each campaign.
A more precise breakdown, eg per ad group or keyword, makes no sense, as the advertising scheduler in the AdWords interface only allows adjustment of click prices at campaign level. Now you can adjust the bids in the AdWords interface using the advertising scheduler in the campaign settings according to the results from the Google Analytics reporting for each time of day.
The custom report can be made even more detailed by adding the day dimension above the time dimension. This allows you to determine the best performing times for each day of the week. This analysis can also be carried out in the AdWords interface via the Dimensions tab: