A recent study from the teams at MGroupUK and Nielsen has outlined an interesting trend among Google and Bing searchers:
Search engine users overwhelmingly click on organic results on Google and Bing by a margin of 94% over PPC ads at 6%.
The study was based on 1.4 billion searchers conducted by 28 million UK citizens, so it’s certainly no small study and the results are quite convincing.
The study delved a little deeper than just organic vs. PPC. On the organic side, the research also broke down brand vs. non-brand click-through rates.
The top search result overwhelmingly received the most clicks, here’s the breakdown:
Result 1: 80%
Result 2: 6%
Result 3: 4%
The results indicate that searchers are more willing to go beyond the top 3 results, which is good news for sites that don’t have the luxury of ranking in the top spots in Google. Here is the breakdown:
Result 1: 35%
Result 2: 15%
Result 3: 11%
On the paid side, the research revealed some demographic data about who is most likely to click on PPC results. Here’s the breakdown:
- 53% of women are more likely to click on paid search ads than men
- Less than half (47%) of men click of paid ads
- Only 35% of searchers aged 34 and younger click on paid ads
- 65% of ad click come from searchers older than 35
Google vs. Bing
It’s no surprise that Google is the winner here – 91% of all searches on Google are deemed successful, while on 76% of Bing searches are successful – you’ve got some work to do, Bing!
So it seems that if you haven’t got your website ranking in the top organic results via an SEO campaign, then you might just be missing out on very valuable traffic.
The infographic below summarises the full research: