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What Position Preference Really does in AdWords

September 13, 2008 | Filed Under Google, Online Marketing, PPC, SEO 

So you’re the top dog in your industry. You want to be sure to get maximum exposure in Adwords, and be #1 all the time. So you set the position preference and type one of your most competitive keywords into Google search and don’t see your ad. You’re confused.

 

Here is what position preference actually does: it makes it so your ad is only served when it would qualify as landing in that position. Confused yet? Most PPC advertisers are, so why wouldn’t most clients. People read that and think that setting the preference makes it so they are in that position every time.

 

What it really does is just eliminate the impressions that do not fall within your preference.

For example, you are a fortune 500 company who’s set position preference at 1 to 1 so you will be number one every time and flex your dominance over your much smaller regional competitors. Here is what actually happens:

 

Possible ads served: 30/day in position #1

                                 75/day in position #2

                                 60/day in position #3

                                 100/day in position #4

 

What will actually be served: 30/day in position #1

 

That’s right, by using position preferences you have eliminated 235 impressions

 

This is obviously just an example, but you get the idea?

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