While many marketers believe the first three ad positions in a search result are the only links clicked on, Jeremy Decker tells us that those appearing in the No. 4 position still gain clicks -- and often at a much lower cost per click compared with higher positions. He believes these lower positions often convert better because the top positions can attract a lot of "tyre kickers" -- people who really aren’t interested in making a purchase, but rather just clicked the first Google listing they saw. Decker suggests targeting specific long-tail keywords of three or more words that describe the exact product or service. Along with other advice, he suggests avoiding display networks, and analzying location segment reports before refining geographic targeting.