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Google Adwords That Work by Jon Smith

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Ad position

Every industry is different and every keyword is different, but chances are there are at least a few competitors running AdWord campaigns for the same keywords as you. A bit of competition is healthy, and should even be encouraged. However, where it gets messy is if there are more than ten advertisers because there are only ten positions for AdWord ads on any search results page. Therefore, if you’re ad is positioned at number 11 or beyond, it’s not being displayed on the first page of those results and I’m afraid that’s not of much value to you. It’s certainly true that some users will click through to page 2 and beyond to find what they are looking for, but their focus at this stage will very much be on the organic or natural listings ...

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