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Quote:#3 Myth: That #1 Position Is Best

Some advertisers can’t get the misconception out of their head that #1 is best. Without debating whether the people who click on #1 ads are more qualified or just window shoppers (variety of results suggests to me it depends), let’s talk about results.

You should be looking at your key performance indicator (KPI), which is usually cost per lead (CPL) or return on ad spend (ROAS). If getting the number one position increases your CPC too much, then your CPL skyrockets and your ROAS plummets. And that’s bad. ...