twitter iconlinkedin iconrss icon

Blog | Should I Forget About PPC And Concentrate on Search Engine Optimisation (Part 2)?.

29

Mar
2012

Should I Forget About PPC And Concentrate on Search Engine Optimisation (Part 2)?.

Pound Coins

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 :-

  1. 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.
  2. 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.
  3. 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:-

  1. AdWords is driving a *lot* of traffic to web sites for keywords where zero traffic would be coming from organic results.
  2. 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.
  3. 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…


Loading Disqus Comments ...
Loading Facebook Comments ...