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I would think the opposite might be true. The person who is likely to click all the way down has already tried a bunch of links on top and their purchase intent

I would think the opposite might be true. The person who is likely to click all the way down has already tried a bunch of links on top and their purchase intent may be much higher than the casual shopper who isn't as determined to find the best price. Also, the more price conscious shopper is not necessarily the worst shopper if you have the lowest price!

davemel37 13y ago
In theory you are right, but in practice that is rarely the case. See the link I posted above to Google's case study and explanation. This is one of the biggest myths in the SEM world, most likely a result of paid search managers charging a percentage of ad spend, and therefore motivated to find justifications to bid more and spend more. (I am not saying this is a conscious effort, but you certainly can't deny the validity of the bias... and the fact that there is a better explanation to why the data might mislead you. (the better converting ads, end up in higher positions.)