What benefit does a higher ad position usually provide?

A higher ad position is primarily advantageous because it typically leads to more visibility for the ad. When an ad appears higher on the search results page, it is more likely to be seen by users, resulting in increased likelihood of being clicked on. This improved visibility often correlates with higher click-through rates, which is the ratio of users who click on the ad compared to the total number of times the ad is shown.

Higher click-through rates can also impact the overall performance of the advertising campaign. Advertisers benefit from these metrics as they indicate that the ad is appealing to users when it is prominently displayed. Although a higher ad position may sometimes be associated with lower costs in a competitive context, this is not a guaranteed outcome, as bidding strategies and quality scores play significant roles in determining costs. Additionally, while better keyword rankings and increased organic traffic are valuable, they are not directly influenced by ad position but rather by other SEO and marketing strategies.