Are Top Spots Just Curiosity Clicks?

One of the most common paid search myths we hear surrounds the number one position in the listings, often presented as: “If our ad isn’t in the top spot, it’s just not worth it.” If you delve deep enough into the array of PPC blogs and forums available online you’ll be sure to find more than one opinion on this subject. Some say that most users click on the top ads without even reading them, whilst the lure of Site Links causes others to heavily support these spots in the search marketplace.