Pay Per Click Bidding - Middle Positions

April 22, 2002

These pay per click bids run along the fence. They do not get as many total visitors as the premium positions, but their bid prices are often less expensive. For some very competitive terms, there might not be a large difference between middle and premium positions in terms of bids, but there can be a large difference in terms of total visitors.

These positions are good for sites that fall into one of the following:
? Low conversion percentage.
? Premium bids are prohibitively expensive.
? Major keywords are also information research terms where visitors have no intent to buy.
? Beginning pay per click accounts.

Advantages:
? Lower cost than premium position
? Less ‘just visiting’ visitors
? More visibility than low positions

Disadvantages:
? Less visitors than premium positions
? Less visibility than premium positions

This is a recommended position for newly created pay per click accounts as it receives the benefits of both worlds, yet will not be prohibitively expensive for most merchants.

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