Google added an "ad position parameter" to ValueTrack capabilities a little more than a month ago, which enables marketers to see specific position of all ad clicks. Mark Ballard's initial review focused on how click volume varies by position for specific keywords. For the test, Ballard explains the method and the findings. For starters, his team looked at four weeks of sample click and conversion data restricted to ads appearing on Google.com and keywords that did not include client brand names. The results may surprise marketers.
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