As ever like to keep an eye on Industry News and a work colleague noticed this article on Search engine Land, to save you a long look I'll summarise going for top postion is going to cost a whole load of money for very little gain!
This ties in rather neatly with what I have been working on for the last few months, my biggest customer the mighty Oak Furniture Land have been playing around with positional targets and I think I have now come up with a system that nails it.
I will not bore you with the details here but basically we look at a range of terms and then adjust bids en masse to target by position. The ROI on position 2-3 is shall we say very cost effective. Its a system that can be run on any PC and is very cheap cost effective Adwords Software.
Drop us a line if you are interested.