New research by Bunnyfoot has revealed that 40% of consumers are unaware that Google Adwords are adverts. 41 out of 100 individuals did not know that the champagne coloured box was paid-for adverts and instead believed they were the most authoritative links – highlighting that many consumers are unaware of the difference between paid and organic search listings.
81% of users clicked on Google Adwords listings as opposed to natural rankings, proving that PPC could be a valuable investment for businesses.
According to previous research from 2011 by Group M UK and Nielsen – women are more likely to click on paid search links. It also showed that the older someone is, the more likely it is that they will click an ad, with the most prevalent group over the age of 55.
This new research should make marketers aware that there are consumers on the internet that aren’t aware that adwords are ads and begin to consider it as an addition to their search campaign. The obvious benefit of PPC is that you’ll likely see much quicker results and you’ll find yourself on the front page as soon as it’s all set up.
For businesses that want quick results, PPC could be the answer and is a great option if you have the budget and resources to support it. Yet if you can no longer pay for PPC, you’ll disappear from the front page.
However, natural search is hugely valuable and with the right kind of campaign can show impressive work over weeks or months as well as maintaining a high ranking if done well. You’ll also attract visitors that avoid search engine ads.
Whether you choose to focus on one campaign or both, working on a search campaign is vital to remain ahead of the competition.