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?