Organic v Paid Search: who clicks on Pay Per Click?

Nielsen recently conducted some research on the organic and paid search click-through-rates in Great Britain and came up with some stunning results, which are presented below in this new infographic.

The most interesting and telling information is in the second half of the page. In 1.4 billion search queries 94% ended up clicking on the natural or organic search result. Only 6% clicked on the ads.

If you still decide to pursue PPC then the demographic is most likely to click on your ad is women 55+.

The main question you should be asking now is how much do you want to invest in Pay Per Click search advertising compared to a vastly more effective organic SEO strategy?

Posted under SEO

Written by Craig Wilson

6 Responses to “Organic v Paid Search: who clicks on Pay Per Click?”

Nice graphic.

The interesting thing about buying search traffic is that those who click the ads are, in turn, more likely to click on ads on the landing page. Apparently 20/80 rule applies in terms of the number of people who click on the ads across the internet.

Comment by Zac on October 9th, 2012

Good point Zac. Although not everyone is trying to get ad clicks on the landing page. But I can appreciate the likelihood of gaining further results from those who are more disposed to clicking on ads.

Comment by Media Hunter on October 9th, 2012

Agree it’s a good graphic.

But for the automotive industry we find much greater conversion rates (a sales telephone call or sales email enquiry) from PPC as opposed to organic search.

We find those that click on PPC ads are quite often actually in the market to buy something as opposed to those in organic search which often a still researching or just “tyre clicking” as we often refer to it in automotive now.

While I totally agree everyone needs a long term organic strategy, most businesses don’t measure conversion successfully enough to know what actually works for them.

Comment by Luke on October 9th, 2012

Why is it that the older you are, the more likely you are to click on a paid search result? Furthermore, what makes women click on them more than men? I would very much wanted to know the answers to these questions.

Comment by Dominic Steel on October 11th, 2012

[...] Source: Media Hunter [...]

Comment by Organic Vs Paid Search Traffic. Does anyone actually click on ads anymore? | Jonno Rodd - Marketing Freelancer on October 24th, 2012

[...] v Paid Search: Who Clicks on Pay Per Click? Interesting info graph on the SERPs, PPC + [...]

Comment by Noise Reduction .48 | Preneur Marketing Blog on August 30th, 2013

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