SEO is No.1: Most web users do not click on PPC or display ads

Published on
by Brafton Editorial
A report from AYTM Market Research found that paid links and other sponsored search results do not generate frequent clicks.

In a survey of 400 consumers, AYTM Market Research found that search and other web users are unlikely to click on any kind of web ads. Moreover, the poll revealed that even those who click on this content do so rarely.

In terms of PPC ads, 33.3 percent said they rarely click on paid links, while 23.8 say they never do so. Moreover, sponsored links within email campaigns generate even worse click-through rates. Forty-one percent of respondents said they never clicks on these ads, compared to just 7.3 percent who say they often do.

Mobile ads have even lower success rates, with 67 percent saying they never click paid links or displays. However, the small amount of on-the-go consumers who actively engage ad content convert fairly often. Twenty-four percent of users who clicked on a paid link purchased a product or service as a result of the ad.

While mobile boasts nice paid search conversion rates, the overall data suggests businesses hoping to improve their search marketing should rely on other methods, such as SEO. Creating original content and focusing on the success of a website will allow a business to attract convertible prospects by improving their ranking on Google SERPs.

Brafton recently reported that Google and other search engines are major traffic drivers to businesses in several verticals. The three leading search engines account for one-third of all website visits to top websites, according to research from Citi.

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  • http://twitter.com/webstrats Ashley Bryan

    Good article thanks and for sure the focus of time and budget on SEO rather than paid ads/links will have much more of a sustainable, long term benefit.  It’s important to remember that, for Google Adwords for instance, having those paid ads when you are not featuring AT ALL in the organic search results, is beneficial.  After all it’s better to be in the paid list than nowhere.  So a good strategy is to implement paid ads whilst undertaking SEO work for the organic results. As your website moves up the organic results for various phrases, then paid ads for these phrases can be dropped out or your budget for those fed into other, new, keywords. Management of this balance can ensure you keep maximum exposure in the search results.

  • http://twitter.com/freeg131 Philip Gamble

    Is the casual searcher always aware when they are clicking on an ad?  I don’t think so, and even if they did know can they accurately remember if they clicked on an ad a particular time they bought something online.  

    I don’t think a survey is the best way to collect this data – raw numbers are what matters.

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