I have this discussion at least 5 times a year with clients. In industries with lots of price comparing, I have clients insist that lower positions produce bett

I have this discussion at least 5 times a year with clients. In industries with lots of price comparing, I have clients insist that lower positions produce better leads, cuz they already shopped around... The data just doesn't back this up in my experience. I agree completely that you should measure and optimize around every metric you can, and bid management solutions can often do this for you. I personally have yet to see data that supports the theory that searchers who click on different positions of the page convert at different rates...