Answer
Jul 20, 2016 - 01:57 PM
The higher your ad appears on the Search Engine results page, the more Impressions and clicks you will be able to get. You click through rate is also expected to be higher as users are more likely to click on results at the top. Higher position also means higher CPC (these 2 metrics have direct connection to each other).
While the goal might be to drive more traffic and get maximum impression share, it is not necessarily a good strategy to aim towards top position. In certain cases you might get more clicks for a given budget on lower positions (which will also be more relevant) as opposed to the top positions. Ex: your budget is $100, 1st pos. CPC is $20, 2nd position CPC is $10. This way at position 1 you will get 5 clicks, while position 2 will bring you 10 clicks.
While the goal might be to drive more traffic and get maximum impression share, it is not necessarily a good strategy to aim towards top position. In certain cases you might get more clicks for a given budget on lower positions (which will also be more relevant) as opposed to the top positions. Ex: your budget is $100, 1st pos. CPC is $20, 2nd position CPC is $10. This way at position 1 you will get 5 clicks, while position 2 will bring you 10 clicks.
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