A new report from Google entitled ‘Impact of Ranking of Organic Search Results on the Incrementality on Search Ads’ focuses on how organic search results and rankings impact ad impressions and ad clicks.
It’s a continuation of a 2011 study, which found that 89% of the visits to the advertiser’s website from ad-clicks are not replaced by organic clicks when the search ads are paused (i.e. users were far less likely to click on an organic link than they were an ad).
Analysing 390 Search Ads Pause studies, the research team found that the opportunities for organic search results to replace search ads in terms of clicks were limited. They found that on average, 81% of ad impressions and 66% of ad clicks occur in the absence of an associated organic result on the first page of search results.
Basically this means you’re better off using ads to get noticed if your rank is below second -which if you’ve noticed is practically the vast majority of advertisers!
If you’re a small business trying to get traffic to your website, the traffic you receive will decrease the further down the search list you are, so you’re better off investing in ads to significantly improve your chances of being found.