Organic listings click through far higher than on paid ads
MarketingSherpaaccording to a recent survey, 69.9% of respondents said they click on organic listings, not the paid ads. (This number increases to 76.7% for Google uses, Google being the #1 search engine for B-to-B prospects, according to the survey.)This paper also has the following topics with stats tables with comments:
Importance of Search in B2B buying decisions- 3 -
Table 11 – Time Spent Online- 4 -
Table 12 – Work vs Personal Internet Use- 4 -
Table 13 – First Choice Online Destination- 4 -
Table 14 – Online Destinations broken down by budget- 5 -
Importance of Google- 5 -
Table 21 – Favorite Search Engine- 6 -
When Search is used in Buying Cycle- 6 -
Table 31 – Where in the Buying Cycle is Search Used?- 6 -
Table 32 – Place in Buying Cycle and Breakdown by Budget- 7 -
Table 33 – Place in Buying Cycle and Education Level- 7 -
Table 34 – Buying Phase while using Search Engine- 8 -
Table 35 – Results of Online Research- 8 -
Table 36 – Place in Buying Cycle and Online Destination- 8 -
Links chosen- 9 -
Tables 41 & 42 – Types of Links Chosen- 9 -
Table 43 - Organic vs Paid by Engine- 9 -
The Importance of Position for Click Throughs- 10 -
Table 51 – Effect of Listing Position on Click Throughs- 10 -
Sponsored: Is Top or Side Better?- 10 -
Table 61 – Section of Search Results Page First Looked At- 11 -
Search User Patterns- 11 -
Diagram 71 – Search Engine Page Sections- 12 -
Table 71 – Favorite Engine and Area First Looked At- 12 -
Table 72 – Area First Looked at and Next Action Taken- 13 -
Table 73 – Area First Looked At and Listing Chosen: Organic vs PPC- 13 -
Table 74 – Next Action and Listing Chosen: Organic vs PPC- 13 -
Table 75 – Area First Looked At and PPC Position Chosen- 14 -
Table 76 – Area First Looked At and Household Income- 14 -
Table 77 – Area First Looked at and Sex- 15 -
Table 79 – Feelings Toward Organic vs Sponsored Advertising- 15 -
Table 710 – Scanning Search Results- 16 -
Table 711 – Clicking on Links- 16 -
Table 712 – User Behavior Matrix- 16 -
Conclusion- 17 -
posted by Jen @ 11:41 AM
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