Paid search ads tends to be overlooked

Paid search ads tends to be overlooked

Paid search ads tends to be overlooked

Search has become an almost ubiquitous online activity and Google is still by far the largest player in the market which receives the largest share of ad revenue and traffic. But an eye tracking study by research firm User Centric adds a new perspective to this. Its research suggests that most users ignore the ads almost completely.

Results showed that organic search results has been viewed 100 % of the cases and that the participants in time spent on average 14.7 seconds to look at the organic search results. Only 28% of participants looked at ads in the right hand side of Google, and only 21% did the same on Bing. Were used about 1 second to look through all the ads onboth search engines. To put this in perspective, test subjects spent more time looking at the left-navigation than they did look at the ads. (both engines)

A warning to the study: It was an artificial search environment. Participants wereprovided with keywords and may not have used their favorite search engine. Dog soughtparticipants on both sides in this study and the results were statistically significant.

Does this then mean that we should ignore paid ads? No! Not at all. The study clearly tells us that Ads er relevant, when the organic results are not.

Also Paid ads is often the best keyword analysis, and tells us alot about the value on each keyword. And to be fair, who says this study is 100% acurate? The fact is still that a lot of people click your paid ads, and as long as the ROI is possitive, it is just a spend game.

Still...

Given these data, marketing departments, and marketers, really must take SEO seriously now.

What is your companys SEO Strategy?

Search Rocks DK is a Search Marketing Blog, writing about interesting, current search related topics, such as Google and their new spam figthing strategy for 2011, with Panda as the first result.

This entry was posted on searchrocks.dk, Tuesday, March 15th, 2011 at 16:18 and is filed underSEO. You can follow any responses to this entry through theRSS 2.0 feed. Both comments and pings are currently closed.

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