Google Click Through Rates (CTR)

The following graphic from Accuracast shows click through rates for paid positions 1 through 10.

Google Click Through Rates

Google Click Through Rates

CTR drops significantly from the first to third ad positions while click through rates at ad positions four through ten drop considerably less.

How can this data be used to evaluate the impact of raising or lowering an average ad position in a Google Adwords campaign?

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