Common PPC Mistakes #9: Fixing Your Eyes Too Firmly On The Prize

There has been some discussion already of the problem of breathlessly chasing th
e number one ranking for a certain keyword. Some people will get involved in a b
idding war to have this ranking, in the belief that it will result in big-time P
PC results
but all too often they are wrong. Certainly, there is a very real cha
nce that you will end up spending too much for the price of a keyword to really
be justified in terms of what it pays out to you. And this is all the more regre
ttable, because there are real advantages to not being right at the top.
We ve all done a bit of window shopping in our time
and there are as many of us wh
o will not take the first choice offered to us as those who will. This means tha
t just being in the top three, four or even five ads will have positive results
for you. If you have done a good enough job of selling the product on the landin
g page then you may well find that the lower price you paid to be slightly lower
on the ranking was excellent value, because people will check a few different s
ites before settling on a final decision.
The prize, after all, is not just being in first position on a list of rankings
which are decided on he basis of who pays most. The real prize is the income fro
m clicks and sales which can only really be achieved by good selling on your sit
e. By all means aim for number one on the list of rankings, but if you fall a li
ttle short it really is not the end of the world.