Brandt Dainow, CEO of ThinkMetrics, has conducted research which supports a position I’ve long held—the top position in Google Ad listings doesn’t necessarily have an advantage over the other positions.

 In an article appearing in iMedia Connections’ January 18, 2007 newsletter, Dainow details how he conducted research spanning 2003 to 2006 examining clickthrough rates for ads his company ran for its clients during that period.

 The results? In 2003, top position did have a slight advantage on clickthrough rates, although the fifth and sixth position (generally the bottom positions on the screen), also had higher clickthrough rates than the other positions.

 But by 2006, his research shows that the clickthrough rate for all positions was relatively equal.

 What does this mean?

 For one thing, it means the text in your ad may be more important than positioning.

 Admittedly, as a copywriter I have a bias toward text being the dominant factor in getting someone to click on an ad, but Dainow’s research bears this point out. It also further demonstrates how individuals conducting searches on the Internet are becoming more knowledgeable about finding what they want on the Web.

 It’s still a good idea to get the best positioning possible on Pay Per Click ads, but Dainow’s research shows that you may not have to blow your budget trying to be the top dog in positioning. In the quest for clickthroughs, your message is probably more important than your position.