ThinkMetrics' CEO Brandt Dainow said that in analyzing campaigns he's run for himself and clients over the last four years, he's found that there is no correlation between being the in the top position in Google Ad listings and your ad being clicked on.
He said: "Bidding more per visitor in order to get a higher position will not get you more visitors. The number one position in the listings is not the best position. No ad position is any better than any other. The factor which has the most bearing on your chance of being clicked on is the text in your ad, not the ad's position."
Dainow added that in the past it was important, but users are getting more sophisticated and discriminating in their interaction with Google Ads and are taking 
time to read the ads rather than just click on the first one available.
He drew his conclusions based upon approximately five million ad impressions that resulted in about 40,000 clicks over a four year period. His campaigns were run primarily in the UK, and also in the U.S. and France.
The various sectors he covered were accountancy, mortgages, real estate, tourist attractions, car insurance, restaurants, hotels, software, and office services.
Across all the campaigns the clickthrough rates averaged 2.3 percent, with the average price-per-click paid being 56 cents.
Have you found similar results in your campaigns?
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