Do AdWords Conversion Rates Vary by Position?
My personal experience is that AdWords conversion rates DO vary by position. That’s not to say that I can’t be convinced otherwise, but I’ll need a lot more evidence then was provided in the blog post. As a fundraiser many moons ago, my first instinct was to say that there would always be an inverse relationship between dollar amount and conversion rate. The lower the pledge amount, the higher the conversion rate. Yet, I found that there wasn’t a tremendous difference between some giving levels. Conversion rates on $25 pledges weren’t substantially different from $100 pledges. However, that variance increased as you climbed up the solicitation ladder. Conversion rates for $500 pledges did vary materially from $25 pledges. So, I’m not unwilling to be persuaded by real research and statistics that might contradict my anecdotal evidence. The problem is that the post didn’t link to the research to help validate the methodology or assumptions that led to this conclusion. Only a few variable
