According to digital marketers Atlas DMT there can be huge differences in positions 1 and 2 on Google's paid search listings. The report points out that someone in position 1 could be receiving as much as ten times more traffic than the person in position 10. There could be a 40% drop in traffic between number 1 position and number 2.
However, on Overture "Taking the number two spot is a better strategy on Overture than it is on Google." See what Janis Mara has to say in the Clickz article Study: Size May Not Matter, But Ranking Does
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