According to a study of 1.4 billion successful search queries from 28 million people in the United Kingdom, which was conducted by GroupM UK and Nielsen, only 6% of clicks from search engines come from paid search while 94% come from natural (unpaid) search.
The research also found that women are more likely to click on PPC search results (53%) than men (47%).
Furthermore, the number of people who click on paid search results increases with age as follows:
- Ages 2-17 = 5% click
- Ages 18-24 = 11% click
- Ages 25-34 = 18% click
- Ages 35-44 = 21% click
- Ages 45-54 = 21% click
- Ages 55+ = 23% click
Brands will be interested to learn that the study found 80% of U.K. searches for brand terms ended with the searcher clicking on the first search result. In fact, just 10% of respondents clicked beyond the third result for branded search terms. That’s significantly different from the 39% of people who click on search results after the first three for non-brand search terms.
Furthermore, industry affects click-through rates (CTRs) as well. The study found the highest CTRs for search result positions one, two, and three in the following verticals: airlines (93%), auto manufacturer (84%), and broadcast media (83%). On the other side of the spectrum, the lowest CTRs for search results positions one, two, and three were found in computers and consumer electronics (56%), home and gardens (60%), and current events/news (69%).
More data is offered in the infographic below from eConsultancy, which was produced by MEC and Neo Mammalian Studios. There is a lot of information in it that could be considered as you develop your paid search strategy for your brand in the future.
Econsultancy.com – Become a smarter digital marketer
Image: Ariel da Silva Parreira
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