In the last post we looked at Click Through Rate (CTR) and how knowing the CTRs of various ad positions helps us better plan our Pay Per Click (PPC) strategy.  This week we will look at changes in Cost Per Click (CPC) for each position and how knowing this can affect your PPC campaign. We used [...]

So you want to maximise your paid search click-through rate (CTR), while paying as little as possible. But, is it better to bid a lot to ensure a top position, or is it more efficient to pay less to get a middle of the range position? Also, what sort of returns can you expect from [...]