According to new research from Google, paid search ads increase clicks to your site, even if you have the number one organic listing on the search results page. Google states that 50% of clicks on a business’ search ad are “incremental,” meaning they would not be replicated in the organic search results if your paid search ad did not appear on the page. Even if your site frequently ranks at the top of the search engine results page, you can drive a significant lift in site visits by incorporating search engine advertising into your online marketing strategy.
In addition, Google reported that 81% of the time, paid search ads appear without an organic listing, and 66% of ad clicks occur when there is no associated organic listing for the business on the page. Because there is no guarantee that your site will appear on page one of the organic search results, it’s imperative to employ a holistic Web presence strategy that includes both pay-per-click search engine advertising and search engine optimization (SEO) to drive traffic to your site.
This infographic from Google shows the lift in clicks from the search engine results page when paid search ads appear in addition to organic listings.
This study illustrates how search engine advertising results in more clicks over search engine optimization alone, and why using both strategies will help you drive more traffic to your website. How is your business balancing search engine advertising and SEO to optimize your Web presence?