Should I Forget About PPC And Concentrate on Search Engine Optimisation (Part 2)?.
In a previous post about PPC vs SEO. The answer was a resounding ‘NO’.
Just to hammer home the point, here is a summary of some recent research by Google :-
- 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 means 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 position, 81% of ad clicks are incremental. For advertisers appearing in organic position of 5 or lower, 96% of ad clicks are incremental.
Here’s my summary of their summary:-
- AdWords is driving a *lot* of traffic to web sites for keywords where zero traffic would be coming from organic results.
- Even if you are the *number 1* organic result for a keyword, you can still get 50% more clicks with by using AdWords as well.
- If an SEO company charges you to get onto the first page of Google (position 5 or lower) – the amount of traffic you will get from that organic ranking is pretty much insignificant compared to what you can get from AdWords.*
*Disclaimer – this research was carried out by Google, so it may be slightly biased. But nevertheless, ignore this advice at your peril…