A couple days ago, Christina Park, Product Marketing Manager for Google, posted the results of a new study focused on how organic search results and ranking impact ad clicks and ad impressions. The results were interesting. Of 390 Search Ads analyzed, some of the findings posted by Park were as follows:
- 81% of ad impressions and 66% of ad clicks occur in the absence of an associated organic result on the first page of search results. All ad clicks in these situations are incremental.
- On average, for advertisers who appear in the top rank organic slot, 50% of ad clicks are incremental. This meant that half of all ad clicks are not replaced by organic clicks when search ads are paused.
- For advertisers whose organic search results are in the 2nd to 4th positioning, 81% of ad clicks are incremental. For advertisers appearing in organic position of 5 or lower, 96% of ad clicks are incremental.
What does this mean for local businesses? It reinforces the Surefire PPC strategy of targeting the same web pages we target for SEO. By doing so, a business can get more than your fair share of leads.
In other words… even if you’re number one in a search term, or group of terms, it makes sense to supplement with pay per click, because 50% of the clicks you get will not be a result of the organic result alone. And if you’re number two or deeper, that number increases rapidly as your organic result moves down the page. If you‘re five or deeper, almost all of the clicks are as if you weren’t even on the page at all.
So, in summary, multiple impressions on a page add incremental click activity—they’re not strictly duplicative. And the results also imply that deeper page position decreases click activity greatly. Thus, number one is where the action is.
For more information and additional details of the Google study, read more on their research blog and post titled: Impact of Organic Ranking on Ad Click Incrementality.