This is one of the most common PPC misconceptions. If the question is, “How do I simply drive the greatest volume of clicks?†then, yes, the answer is to be #1. Achieving this placement is not magic; it is a question of cost. The more you bid, the higher you rank and the more clicks you will inevitably receive. However, being #1 in most markets costs an exceptional amount and this cost should be justified by the return being generated from the traffic. This can be daunting, especially if the marketplace is very competitive. If you have a set budget, you may find that bidding enough to rank #1 uses up that budget too quickly and that a lower bid—and lower rank on the search results page—will allow you to receive more traffic for the same euro value.
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