Why Pay-Per-Click Ads Make Marketing Sense for High Commercial Intent Keywords [Infographic]

By / August 5, 2012 / 0 Comments

If you thought no one clicks on Google Ads, then think again. According to the infographic, sponsored results account for 64.6% of clicks for high commercial intent keyword searches; and 35.4% of clicks are for organic unpaid results. In other words, almost 2/3rd of clicks go to sponsored results.

The infographic presents the war on free clicks as a war on two fronts – the Northern Theatre and the Southern Theatre. The objective of the Northern Theatre is to include larger, more relevant and engaging ad formats for any remotely commercial keyword search [crowding out less effective organic search results]. The objective of the Southern Theatre is to vigorously attack SEO web spam and raise the privacy bar [no more sharing search queries], making it hard to rank in organic search. In the case of high commercial intent keywords,

  1. Organic results account for just 14.8% of the above-the-fold pixels.
  2. On average, the top 3 spots take 41.1% of the clicks on this page.
  3. Sponsored ads on high commercial intent keywords take up 85.2% of the above-the-fold pixels.
  4. On average, 19.6% of the clicks of product related clicks come from the sponsored section on the right of the results page.
  5. On average, the top organic listing gets just 8.9% of the clicks.

If an advertiser buys ads for keywords, they already rank for organically.

  • 89% of traffic generated by the search ads is new traffic outside of organic reach.
  • According to a survey, 45.5% of people couldn’t identify paid ads on the search engine results page if there wasn’t a right column.
  • Total click-through-rates for Google Ads on high commercial intent queries are up to 600 times higher than the click-through-rate for ads on a typical Facebook page.

Google is waging key battles to weed out SEO Web spam.

  • Google cracks down on “thin content” and ad-heavy sites. Up to 12% of search results are affected.
  • Google warns 1 million websites about unnatural links and orders webmasters to cease and desist these manipulative activities.
  • In May 2012, a Google update called Over-optimization Penalty or OOPS devalued sites for keyword stuffing and spammy links.

The penultimate section of the infographic discusses Google’s ad options including Remarketing, Email Ads, Chat Ads, Click to call Ads, Bottom-of-page ads, Mega sitelinks, Social ad extensions, and Map/location ad extensions.

The last section debates if PPC or SEO is the winner of the war. According to the infographic, PPC is dominating the search results for high commercial intent keyword searches. And SEO is incredibly dominant for low-volume “question & informational keyword” searches.

What’s your take on the PPC Vs. SEO war? Share your thoughts in the comments section.

Infographic courtesy of WordStream.


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