The Importance of Top Positions on Mobile
Do you like this Google search situation for your ads?
You should. Unlike with desktop, where you have 4 “on the top” search positions available to you, with mobile devices, you have only 2 positions (3, if you’re lucky). If you aren’t in the top positions, you’re missing out on big opportunities. Your mobile presence is important.
When you’re not in the top positions for mobile, you’re like a store in a strip mall, with an Open sign in the window–but you’ve placed the front door in the back.
Now that is just traffic that we’re referring to; you could be missing out on other opportunities as well. Being in the top positions means you get to leverage your ad extensions. If you’re not there, you may as well own a store, but have no showroom.
Being in these top positions also puts you in an influential position. When you’re there, if there’s room for another ad, Google can decide to throw in a third sponsored ad. And if you and the other advertiser take the top positions, there’s a unique opportunity. When we add ad extensions (which perform well), Google will push out a third position, expanding your ad real estate. What’s the point? A higher click-through rate. More clicks means more traffic. More traffic means more opportunities for leads.