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Average Position In AdWords: Two Surprising Reflections
I believe that Hal Varian, the Chief Economist at Google, is a very smart man. (If you haven’t seen his introduction to Google’s ad auction on You Tube, I highly recommend it.) He recently released a study showing that conversion rates in AdWords don’t vary much by position. This seemed a bit counter-intuitive to me, and didn’t exactly dovetail with my personal experience, but he addressed the issue with a well reasoned sense of its complexity, and I can buy most of the thinking.