Optimizing Ad Position_ Position Preference - Google AdWords Learning Center

If an advertiser finds that her ad gets the best results when it is ranked (for example) third or fourth among all AdWords ads, she can set a position preference for those spots. AdWords will then try to show her ad whenever it is ranked third or fourth, and avoid showing it when it is ranked higher or lower. If the ad is ranked higher than third for a given keyword, the system will automatically try to lower the bid to place the ad in the preferred position.

Position preference does not mean that an ad will always appear in the position specified. The usual AdWords ranking and relevance rules apply. If an ad doesn't qualify for position #1, setting a position preference of 1 will not move it there. Position preference simply means AdWords will try to show the ad whenever it is ranked in the preferred position, and to avoid showing it when it is not.

Position preference also does not affect the overall placement of AdWords ad units on the left, right, top or bottom of a given page. It only affects ranking relative to other ads across those units.

Position preferences are not guaranteed. An ad may still appear in other positions, though the AdWords system makes every effort to display ads according to preferences. When a user sets a new preference, it may take a few days for the AdWords system to begin delivering the ad according to those preferences.

The position preference feature uses pull-down menus for high and low position settings. 1 is the highest (top) position, and 10+ is the lowest available setting. Choosing a setting of 10+ means your ad will show in positions of 10, 11, 12 and beyond.

Advertisers can request that their ad be shown only when it is:

Higher than a given position (such as above 7).

Lower than a given position (such as below 4).

Within a range of positions (such as from 2-8).

In a single exact position (such as position 2).

Separate position preferences can be set for any or all of the keywords in a campaign.

Position preferences are set in two steps. First, position preferences must be enabled for a particular campaign. Then preferences can be set for individual keywords within that campaign.

To enable position preferences for a campaign, follow these steps:

On the 'Campaign Summary' page, select any campaigns you want to enable for position preference.

Click Edit Campaign Settings.

Find the 'Advanced Options' section.

Select the box to enable position preferences.

Click Save Changes.

To set position preferences for your keywords:

Return to the 'Campaign Summary' page.
Click the name of a campaign to edit.
Click an ad group within that campaign.
On the 'Ad Group Details' page, select the box next to any keywords for which you want to set position preferences.
Click the Edit Keyword Settings button (located above the keyword list).
On the 'Edit Keyword Settings' page, you'll see the feature in the far right column.
Use the pull-down menus to choose the range you want for each keyword, from 1 to 10+. The left-hand number is the highest position you'd like your ad to take. The right-hand number is the lowest position your ad will take. (Remember, these are only preferences, not guarantees.)
Click Save Changes.

Once you've set your preferences, you can view them from the main 'Ad Group Details' page by clicking the word Show next to each term in the Settings column. Your position preferences will remain in effect until you edit them or disable position preference for that campaign.

Setting a position preference can sharply reduce the number of impressions and clicks a keyword receives. Targeting just one or two positions means an ad will not show at times when it otherwise might have. We encourage advertisers to choose as broad a range of positions as they are comfortable with.

There is no single "right" position for all ads. Many people want to be ranked #1, but some advertisers prefer the lower costs that come with lower positions. Others find that certain keywords get a better return on investment (ROI) when their ads run in a specific position. The more advertisers test different positions and results, the more likely they are to find the positions that best suit their needs.

If an advertiser doesn't set a position preference, their ads will continue to run normally in all positions. If they enable position preference but don't set individual preferences, their ads will also run normally in all positions.

Does position preference work with the Budget Optimizer™? No. The Budget Optimizer sets and adjusts bids automatically based on overall budget, and so cannot work effectively when the advertiser also sets position preferences manually.

Does position preference work with content bids? Yes and no. Advertisers may run both features in the same campaign at the same time. However, since position preference doesn't apply to Google's network of content sites, any preferences set will not affect the content bids.

Will the keyword tool suggest position preferences? No. The keyword tool is not affected by position preferences and does not suggest preferences.

Does the Report Center show my position preferences? Yes. Your reports now show your position preference, as well as the average position your ad actually received. (If you changed your position preferences many times in a given reporting period, the average position may not be very meaningful.) Keywords without position preferences are marked "any."

Does position preference work with ad campaigns and ad groups that have placements? Yes and no. Placements don't affect ads running on the search network. If the campaign has targeted the search network and an ad group contains keywords, the position preference can apply to search network results. If a campaign targets the content network only, or placements only, then position preference won't apply.

Does position preference work with preferred CPC bidding? No. If you select preferred CPC bidding, the AdWords system automatically adjusts your ad position as it works to hit your preferred CPC bid. This position adjustment is incompatible with the position preference feature.