Are there any recent studies of organic CTR vs. PPC CTR?
-
Pretty much the title. I am putting together a "game plan" for my CEO, where I would like to touch on the difference in CTR between SERP organic results and SERP PPC results. I've found a few blog posts that talks about PPC being responsible for 15% of all clicks, where 1-5 organic results are responsible for 68ish % and the rest being on 6-10 and page 2/3. However, I do not see any sources in these articles, which begs the question, where are these numbers taken from? Any suggestions?
My own gut feeling (and SERP behaviour) tells me that these numbers might actually be super accurate, but since my business plan will most likely end up in the hands of our board of directors, I would very much like to back up my action points for growth, with actual sources.
Thanks in advance.
-
It's not always about CTR. My 1-3 results still get 650% better conversions than anything I do with Paid. Google are certainly taking clicks from top positions and I'm seeing my number one positions getting less clicks. interestingly this is not having any effect whatsoever on the bottom line.
What I do see is when I overtake my competitors they start advertising like mad in the Top Ads for those keywords. But this also doesn't seem to have much of an effect on revenue.
I am trialing something new on the mobile. If you think about it when you type in a query on the mobile you're always going to see the number one ad result first. It's different from desktop where you can kind of completely ignore the ads and look straight at the map for local or the first organic position. But for Mobile 100% of searches see that number one position and there's nothing else on the screen.
So I'm putting together a 'branding' exercise where I focus on getting that number one position for all my keywords and seeing how this affects conversion rates.
I wouldn't get too obsessed with click through rates. Especially with google messing with the layout of the serps so much. Focus on the bottom line and ROAS. And I can tell you for nothing that getting in those 1-3 positions is pure gold no matter what the naysayers say about reducing click through rates.
Organic is also 100% the best way you can spend your time and effort and budget. There's been some big changes recently with (I believe) rolling out previously collected rankbrain data. I don't think it's real time learning. I think google collect data, test it and roll it out. And they recently did that so sites with real quality are now picking up a great deal more search. So the playing field is levelled against the little guys.
Ads will always have their place for offers and immediate stuff - although since you can get a quality page indexed in 3 minutes these days and change a title and meta in a couple of days, I think ad words is still only a moderately good way of spending your budget. But i'll report on how my mobile thing progresses. I have great hopes for it.
-
I think that the CTR varies wildly.
It depends upon the skill of the person writing the ads and the title. It depends upon the topic they are working with and who they are promoting. It depends how clickbaity, smutty or deceptive they are willing to be. Depends if they are offering free stuff.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Does paid search get more traffic compare to organic search now?
does paid search get more traffic compare to organic search now? todays we have four ads link in google that cover all screen of mobile. should we invest more on adwords and organic isn't important like before??
Paid Search Marketing | | Pintapin1 -
Adwords Express Vs Adwords for small business
Hi there I specialise in helping Local businesses with their online visibility through SEO. More recently I have been thinking about delving into Google AdWords so i can offer an additional service to my small business owner but was wondering what the best approach would be.
Paid Search Marketing | | coolhandluc
Should I use Google AdWords express or just Google AdWords? Should I set up individual accounts for each of my clients so they are somehow "portable" or should they all sit under the same master account? As you can see my knowledge is somehow limited and any help would be welcome. If you can point me in some easy to follow tutorial directly aimed at PPC for small businesses that would be awesome. Many thanks0 -
PPC Long tail keywords
I was wondering feedback and input on creating long tail keywords associated with a question. With addition a landing page that addresses that problem with a few products. Using PPC to bid on long tail keywords, I would set a campaign for long tail keywords and have multiple ad groups with a close knit and similar sentences like "Top 10 highest rated summer dresses" and "Popular dresses for the summer weather." My landing page would address the question with a list of products like a buzz feed article format. 1. As it is on a subdomain blog with an add to cart feature, would interlink building be helpful in exchanging link juice. 2. Bidding on a long tail keyword is cheaper, but will they result in higher conversions since its hyper-specific question? And since it is a long tail keyword sentence. 2-3 smaller keywords between the sentence would also pick up on to Google search?
Paid Search Marketing | | petmkt0 -
Can Adwords Increase Organic Traffic?
Hello, A friend of mine has noticed an increase in organic traffic since they started using AdWords. Has anyone had similar results or could this be coincidence? Thanks in advance!
Paid Search Marketing | | Mike.Bean0 -
Is there a tool that can use measure and improve the quality score of my PPC landing pages?
Hey guys, I'm trying to improve the quality score for a few of my PPC landing pages. Does any one know a Tool that can help me in the process. Something kind of like the "on page grader" but for quality score. Thanks
Paid Search Marketing | | Felip30 -
FB PPC Conversion Tracking Script
Hi guys, Is there any way to install a FB conversion script for their PPC (in the same way as the shopping directories use)? I know this was possible about 1.5-2 years ago via a feature they have released in Beta at that time, but this seem to no longer be a choice. There is nothing in the FB help, I found no such option in their settings and the FB support does not answer (what;s new here 🙂 ) We can always try alternatives - as Google Analytics or Prosper202 ... but this time we would prefer FB scripts if possible. Thanks in advance T
Paid Search Marketing | | tolik10 -
Recommend a PPC book
Hello everyone, I recently read Danny Doves book, Search engine optimisation secrets, and loved it. I was wondering if anyone had read a similar book on the PPC side which they could recommend that touches on similar topics such as advanced techniques but also the practical side such as billing and dealing with customers etc...
Paid Search Marketing | | RikkiD220 -
Proportion of traffic from adwords vs organic search
Hi People, I wanted to know if anyone knows what typical click through rates of paid vs organic search results are. We seem to be experiencing a very low click through rate with our organic search results versus our adwords and it seems to be getting worse. For example our website www.natureshop.co.uk ranks 4th for the search phrase "icebreaker" in google.co.uk (and we are the first online retailer). We are the first adwords listing as well. For the past 3 months we have had 867 clicks through our organic listing and yet with adwords we had 14,000 clicks. This seems pretty strange to me. Both have conversion rates of around 5%. Do you think these sorts of stats are becoming the norm for brand based searches? (icebreaker is a merino wool clothing brand). Adwords also says that there were around 125,000 impressions of this phrase in the search network for this period. Which means with a ranking of 4th our click through rate is less than 1%? If anyone else can share their experience or provide some commentary on this it would be much appreciated. Thanks in advance Conrad Cranfield
Paid Search Marketing | | ConradC0