Pay-Per-Click Ads: An Essential Addition for Digital Strategy

pay-per-click advertisingGoogle Ads are a common and popular tactic in every digital marketer’s arsenal. Yes, it’s possible to create organic traffic with the help of SEO tactics, but pay-per-click ads regularly outperform organic results. According to recent research by WordStream, Google Ads are an essential part of an online marketing strategy. Here’s why:

  • Sponsored results account for 64.6% of all clicksOnly 35.4% of clicks comes from organic, unpaid results. This means that in searches for keywords with high commercial intent, two-thirds of clicks go to sponsored, paid results. Those users searching with high commercial intent keywords are consumers who are looking to buy.
  • Location, location, location!Sponsored ads on high commercial intent keywords take up 85.2% of the above-the-fold pixels. Organic results, however, take up only 14.8% of the above-the-fold pixels.
  • They even benefit advertisers that they already rank for organically – If an advertiser purchases ads for keywords that they already rank for organically, 89% of traffic generated by the search ads is new traffic outside of organic search.
  • Nearly half of searchers don’t know the difference between paid and organic results – Google’s placement of sponsored ads is less obvious than Facebook’s, so much so that 45.5% of people couldn’t identify paid ads on a search result page.

Besides placement, what else is Google doing to help digital marketers? AdWords has been revamped to recognize spelling errors and keyword variations. Check out our full report.