Tuesday, March 27, 2012 | 1:15 PM
The Google Research team has a new study out today that examines how organic search results and ranking impact ad impressions and ad clicks. The team analyzed 390 Search Ads Pause studies and found, on average:
- 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.
You can read more about it and see the infographic on the Google Research blog here.
Posted by Christina Park, Product Marketing Manager