Is it best to have the #1 ranking for my keywords?
This is one of the most common paid search misconceptions. If the question is “How do I simply drive the greatest volume of clicks?” then yes, the answer is to be #1. Achieving this placement is not magic; it is a question of cost. The more you bid, the higher you rank and the more clicks you will inevitably receive. However, being #1 in most markets costs an exceptional amount of money, and this cost should always be justified by the return being generated from the traffic. This can be daunting, especially if the marketplace is very competitive. If you have a set budget, you may find that bidding enough to rank #1 uses up that budget too quickly and that a lower bid — and lower rank on the search results page — will allow you to receive more traffic for the same dollar value.