Identify the opportunity for upsell – Ad Position

The easiest way to do this in an existing campaign is by looking at the ad position. The Ad Position is the order in which your ad appears on a page in relation to other ads. An ad position of “1” means that your ad is the first ad on a page. It’s the order in which ads appear on the Search Engine Results Page (SERP).

Let’s say hypothetically speaking you are the AdWords account manager for Drain Surgeon, occupying position 4 above on Google Desktop Search. On desktop position 3 and 4 aren’t too bad as your ad is still above the fold and can be seem. However, this becomes critical on mobile. Here is the very same SERP on mobile. See how things suddenly become interesting…

Run the Ad Position report in your account and you will be able to see the average position your client occupies on the SERP. If the average ad position is below 3 (2 on mobile), then most likely you are not bidding enough for keywords, because your budget is probably not big enough. You rather bid low to keep the client in the game – but the effect is lower ad positions.

The psychological problem here is that Googlers associate higher ad positions on the SERP with product quality and performance. The higher you are the higher the perceived quality. 71% of consumers expect leading brands to be on top. If you increase bids only then you get fewer clicks on the day because your budget is low. This is a perfect opportunity to ask for more AdWords budget from your client.