Paid Ads: Impact of ad position on conversion rates

Atlas Solutions did an interesting report on how the position of your paid ad impacts conversion rates. They came to the mostly intuitive conclusion that higher placement tends to result in higher conversion rates. However, they saw some interesting results that are not so intuitive: that on lower volume keywords/ads there seems to be an increase in conversion rates in lower positions.

They observed this trend on both Google and Yahoo. Something else to test, eh?