04 Apr '12, 4pm

Google: Paid Search Ads With Associated Organic Result Have Higher CTR [Study]

A new Google study examining the impact of organic listings on ad click incrementality finds that the click-through rates (CTR) of ads with associated organic search results are higher and that the CTR increased the higher the organic result was positioned. Though 66 percent of ad clicks occurred without an associated organic result on the page, it is worth turning that on its head; this means 44 percent of paid search clicks happen with an organic result by the same advertiser on page. If ranking on the first page organically in these instances can help ad performance as well, that’s something to consider. This research built upon their findings from a previous Google study , which showed that 89 percent of the traffic generated by search ads isn’t replaced by organic clicks when ads are paused. This particular study series was born in response to advertiser concerns that...

Full article: http://searchenginewatch.com/article/2166156/Google-Paid-...

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