Campaign ad must be on the first position. Testing can provide you with useful results, and this claim can not be generally applied to every situation and to every keyword. It is often that the first position is the one that is most cost-effective and with less conversions than it would be the case with the second and third position. A few months ago, I conducted a similar test — which results and conclusions were put in the article How to detect the best ad position. If you come into temptation to occupy ‘all first positions’- you should think twice and do what’s best for your sales (conversions) or ROI (if that is your goal).
Content network is an evil thing and must be excluded. I have heard this many times before, but the truth is that it is neccesary to make specifical campaigns just for content networks which will invite a large number of users that are basically different from those who use search engines. And for that kind of users, it is neccesary to create campaigns which will fit them the most. Also, don’t be scrupled to use site exclusion feature nor negative keywords. Test! More details about this phenomena you can find in article Content network advertising. Yes or No?
Once your campaigns are set, there is nothing left to do. Wrong! Similar to the case of search engine optimization, PPC campaigns demand constant optimization, testing and modifications. They grow, and by applying new techniques and discoveries from previous ‘versions’ they also evolve. Also, changes within advertising systems are often made- one more reason to be in touch with everything related to this topic.
Bid rates will be low if there is no competition. Minimum bid rates and cost per click (CPC) rates are based on Quality score (Google AdWords) or similar criteria on which other advertising systems are based.
I will optimize my campaign and reduce cost per click rate. Campaign optimization is not the only factor that influences CPC rate. When creating a campaign, you should pay attention to landing pages which also have direct influence on the campaign itself. Also, do not neglect the importance of ad itself.