This is one of the most common requests I get from website owners seeking search engine ad placements. There’s a preconception that showing up at the very top of search results is the best possible placement. In my experience, it’s not. Here’s why:

(1) There’s the most competition for that spot, so it’s very, very expensive. Unless you have the best website in the industry, selling the best products, with the best conversion rate, it’s going to be very hard for you to advertise cost-effectively in the top spot

(2) The first spot doesn’t necessarily convert clicks to new customers that well. Many users will click the very first link they see, costing that advertiser a big chunk of ad dollars, but will then want to comparison shop with offers lower down the page. You’ll also get a lot of “impulse clicks” where the user isn’t that interested in your offer, they’re just clicking your ad because you’re first.

(3) Search ads lower on the first page of results are usually much cheaper, convert very well, and get lots of traffic too. Your return on investment is likely to be higher, and you won’t be blowing through your ad budget as quickly.

From my perspective, it is certainly very important for many search advertisers to get on the first page of results…but being at the very top of that first page may be more trouble than it’s worth. Very expensive trouble.