Top position? Impossible?
Gilgul asks how an advertiser can achieve top spot on Googles sponsored results – these are the premium slots in the horizontal band.
AdWordsRep explains how ranking is calculated and reveals the extra criteria used for allocating premium slots.
Now, here are details about how placement in the top one or two spots differs:
* Ads go to the top when they have met an additional performance standard, which focuses on the relevance of the ads to our users.
* This is measured by CTR. So ads/keywords with a particularly high CTR are the ones that go to the top. This also means that CTR is weighted more heavily than CPC in the algo for 'promotion'.
* Actual CPC is more important than Max CPC in terms of going to the top. This means that simply 'bidding higher' is not likely to get one 'promoted'.
* Ads/keywords must first be reviewed and approved, in order to be sent to the top one or two spots.
Slightly different from what Google have documented in the support section