Come across this question the other day:
“””
How can I win the top spot all the time.
“””
Short answer:
You can’t.
Long answer:
There’s no point in winning the top spot all the time. If you win the top spot in every auction doesn’t equal more business for you.
Manual CPC is the bid strategy to go for in this case, but again it doesn’t guarantee success.
The only scenarios I can think of targeting impressions are 2:
The first is for brand campaigns when competitors are targeting your brand name. Ideally, what you want is to hit the top spot and don’t let competition steal any of your traffic or conversions.
Makes sure that competitors are targeting your brand name, if they don’t it doesn’t make sense to set an impression campaign.
Pro tip: Your brand keywords shouldn’t be Broad Match.
The second scenario is when Google users are searching to solve an urgent problem. Say for example, a pipe in the kitchen is broken and the user’s house is flooding with water. In this case, the Google user doesn’t care about the brand and they don’t have time to do market research and compare prices between different pumping businesses. All they need is to have the pipe fixed asap.
If your business solves an urgent problem then yes, it’s worth targeting impressions; it makes sense to show up on top spot as users most likely will contact the first business that appears on Google.
I found out that most business owners care about the wrong reasons of the #1 spot.
It’s not only the business that hits top spot that wins business with Google Ads.
99% of the time users shop around before purchasing.
Meaning that they’re going to check your competition, compare prices, compare offers and finally commit to the one with the best deal.
Fretting about Google’s top spot?
Not good.
It’s wise though to check your competition, see what they offer at what price what makes their offer better than yours or why your offer is better than them.
Real entrepreneurs understand their market needs.
To learn more about offer creation go here:
https://wearesavoury.com/opt-in/
