Compete Maps Organic Search Behavior To Clicks
Marketers have had little visibility into search engine results pages, such as what company appears first in the list for a specific keyword, which has made the ability to analyze consumer behavior between the search and the click virtually nonexistent. New research from Kantar Media's Compete provides insight.
Most searches present an opportunity to influence consumer behavior. But after analyzing tens of millions of search engine results pages generated by consumers in the fourth quarter of 2011, about 55% contained at least one paid-search ad somewhere in the query results.
Does it matter where on the page thsoe paid-search ads land?
Compete's study suggests that 61% of ads land in the right rail, compared with one in four paid listings on the top of the page. Although the right side owns the majority of paid listings, it is the top of the page that best gains searchers' attention.
Only 24% of advertisers purchase ads that appear on the top part of the search engine results page, but 85% of the time, consumers click there first. Sixty-one percent buy ads on the right rail -- but only 13% of consumers click there -- and 15% buy ads on the bottom, where only 2% of consumers click.
When it comes to organic listings, position matters. Fifty-three percent of all organic clicks occur on the first result of the page. Of all paid clicks, 59% of people click on the first listing on the top of the page -- while only 15% click on the second listing on the top, according to the report.
While most search experts will tell brands that tying an organic strategy into a paid campaign works best, a good organic SEO strategy requires a blog to be updated often with insights and tips into a specific industry to increase inbound links and the number of pages crawled by search engines.
Recent Online Media Daily Articles
-
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time ad targeting services based ... -
MetroPCS Drops Challenge To Neutrality Rules May 17, 4:44 p.m.
T-Mobile's newly acquired MetroPCS withdrew its challenge to the Federal Communications Commission's net neutrality rules on ... -
'Geo-Conquesting' Drives Higher Mobile Click Rates May 17, 3:56 p.m.
The practice of conquesting -- running advertising for a brand or product near editorial content about ... -
Cox-Backed, Skyword Raises $6.7 Million To Enhance Content Creation May 17, 3:34 p.m.
Internet services and utilities will rely more on content as the industry matures. Shereta Williams, vice ... -
Ford, Jeep, Chevy Top Digital Auto Brands May 17, 1:09 p.m.
On the digital proving track, Detroit is beating out the competition. Ford, Jeep and Chevrolet were ... -
Choosing Sides: VivaKi Backs comScore; ABC Throws In With Nielsen May 17, 9:52 a.m.
In a battle to control the future of the ad industry’s currency, Nielsen and comScore each ... -
Yahoo Adds Tweets To News Feed May 16, 6:18 p.m.
Yahoo will incorporate selected tweets into the news feed on its redesigned home page through a ... -
Mozilla Puts Cookie-Blocking On Hold May 16, 6:16 p.m.
Mozilla is putting the brakes on plans to block third-party cookies by default in the upcoming ... -
Mobile Ad Results In Line With Rich Media May 16, 5:39 p.m.
Mobile display ads perform roughly on par with rich media ads in terms of click-through and ... -
Google Plans To Transition Brands Into Content-Driven Advertising May 16, 4:30 p.m.
Google wants technology to "step out of the way" as developers integrate it into everyday life. ...
Be the first to comment on "Compete Maps Organic Search Behavior To Clicks"
Leave a Comment