How ad position can affect Google PPC performance.
Google results show that PPC ads appearing on the first page of search results account for 81% of all clicks. Therefore achieving a Google page 1 listing for your keywords should be a key focus.
Google uses the keyword quality score to determine the ad position. One factor that determines the quality score is the maximum bid price. So if you want to move to the first page of the Google search rankings in the short term, increasing the maximum bid price can improve ad position and therefore deliver more clcks and visitors to your website.
Determining the optimum bid price is not easy and depends on numerous factors but ideally set it low enough to maximise ROI but high enough to ensure a Google page 1 listing.
Useful link
Is click through rate the best metric for PPC?
