Ever wondered if your AdWords conversion rates would be better if your ads were just positioned differently?

According to Google, it doesnt matter a whole lot where they are positioned. Google Chief Economist Hal Varian and his team claim to have done some research into the subject and has concluded that conversion rates just dont vary much by position. Since Google ranks ads by bid times ad quality, ads in higher positions tend to have higher quality and higher quality ads tend to have higher conversion rates, says Varian. Thus you may see a correlation between auction position and conversion rates just due to this ad quality effect.