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Blog | Should I Forget About PPC And Concentrate on Search Engine Optimisation?

25

Jul
2011

Should I Forget About PPC And Concentrate on Search Engine Optimisation?

Firstly, don’t listen to Search Engine Optimisation guys/girls who tell you that the number of clicks you will get from Google AdWords / PPC are insignificant compared to the free clicks you will get if you rank well in the organic search results.

A study from Optify concluded that, for more valuable keywords, the organic click-through rate for page 1 placement on Google was 37.3%!

This means that PPC ads can get around 60% of available traffic!

There are many people who would have you believe that you would be lucky to get a Click Through Rate fo 1% for PPC ads. Here are some real world examples from campaigns that I am managing (and the average position on these ads is relatively low):-

Ad1 – approx 44,000 impressions – avg. pos. = 2 – CTR = 14.18%
Ad2 – approx 1 million impressions – avg. pos. = 3.8 – CTR = 6.79%
Ad3 – approx 120,000 impressions – avg. pos. = 6.9 – CTR = 4.52%

Secondly, don’t listen to people (mostly Search Engine Optimisation guys/girls) who tell you that you are paying money for clicks on PPC ads when people would have clicked on your organic result anyway if your ad was not there.

A recent study from Google (OK it is bound to be slightly biased but you can be sure it is not fabricated) showed that “a full 89% of the traffic generated by search ads is not replaced by organic clicks when ads are paused“.

References:

http://www.emarketer.com/Article.aspx?R=1008384
http://googleresearch.blogspot.com/2011/07/studies-show-search-ads-drive-89.html

Update – March 2012 A study from Google found the following:

  • 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.

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