Here is a short tip with Google AdWords and position preferences. AdWords will allow you to request what position your advertisement is placed in. This can greatly impact your budget. In other words of the 10 positions, 1 being the top and 10 being the bottom you can choose where you would like to be.
Why would you want to do this?
Well, you can save on budget when you are initially testing a campaign. Many times the position you are in will determine the number of clicks you obtain. I have heard some speculate that the top position or second position may obtain a decent amount of clicks solely due to the fact that they are first and the level of interest of those individuals may not be as high. While the level of interest of those that read down to the advertisements to find the one that best matches their current interest may be a better quality lead.
Regardless of whether that speculation is true, the sole fact that the top two positions may obtain clicks much faster means that others will assure you burn through your budget faster. There are reasons why you do not want to exceed your budget every day which turns your ads off for the remainder of the day. You may want your ads to run all day and therefore need to control the number of clicks and the price to assure you do not have your ads turned off.
Where to Find Position Preferences
Within AdWords, while in a campaign you choose to edit your settings and you will see as you scroll down on the right-hand side you can check the box for adwords position preferences. Then save your campaign settings. Next go into a campaign and into the key words, you highlight all of the key words with the check box and choose to edit your keywords. The next page will have a column that allows you to choose the position from 1 to 10. Therefore you can choose to be, as an example, only in positions 3 through 6.
This is not the default so be sure that you edit your campaign settings. Give this a try if you want to limit your budget particularly in testing. You may find over time that this works for better quality leads across all your campaigns regardless of testing or not.