A recent study has found that clicks on US paid search listings on Google are nearly double the number of organic clicks.
But before you all go dumping your SEO efforts for PPC campaigns, this study found this to be true only on keywords with “high commercial intent” (ie searchers is ready to buy, not just researching).
The study from, software company, Wordstream found that clicks on SERPs for commercial searches accounted for 64.6% of total clicks, while organic clicks only accounted for 35.4%.
The company attributed the high click-through rate on paid ads on commercial searches to Google’s continual addition of new ad products.
Here’s a quote from Larry Kim, Wordstream Founder and CTO on the findings:
…we did some research to see how those changes impacts where users click on Google search results. The results were astonishing: Clicks from paid search now outnumber clicks from organic (un-paid) search listings by nearly 2:1 for high commercial intent keyword searches in the USA.
Wordstream suggests that the following factors have forced this increase in PPC ad clicks:
- Product Listing Ads: In May of 2012, Google transitioned the previously free Google Product Search into a “Purely Commercial Model.” Product listing ads include large images and are automatically triggered if someone searches for a product that is in your Merchant Center account.
- Click to Call Ads: This powerful mobile ad format lets customers call a business phone number with the click of a button.
- Bottom of Page Ads: Catch their attention before they click to page 2 or refine their search.
- Mega Site Links: This huge ad format offers up to 10 additional places to click, greatly increasing your chances of presenting a relevant link.
- Social Ad Extensions: Show who has +1′d your site, which lends credibility and potential name recognition.
- Remarketing: Allows companies to track site visitors with a cookie and chase them around the Web, displaying relevant banner ads until they click and convert.
- Map/Location Ad Extensions: Display your address and phone number to local searchers, enticing them to visit you faster. Advertise only to customers in the vicinity.
- Chat Ads: Prompt viewers to open a chat window with a sales guy – get those leads while they’re hot!
- Email Ads: Prompt users to provide an email address right from the search result page.
Have you noticed all the paid listings and PPC ads that are taking over your Google search results pages? Well, this research would suggest there is a good reason for that. However, any smart business owner will know that their online marketing plan should include a mix of SEO, PPC advertising and other marketing opportunities. In other words, don’t put all your eggs in the one basket.
The results of the study have been illustrated in a great infographic which I have included below: