Let’s debunk AdWords results in this update.
Executive Summary: The goal is sales leads for your business. How do you get them?
  1. ADWORDS CLICK-THRU RATES (CTR): There are three AdWords ads at the top of the page. The first one only gets a CTR of 2-3% on average.
  2. SEO CLICK-THRU RATES: For first position in organic, it is 52% CTR–more than 15X the Google Ads. The first 5 organic positions achieve higher CTRs than the top AdWords paid position.
  3. EVEN WORSE CTRs: AdWords–top of page positions 2 and 3, and AdWords at bottom of page. Organic–any position below 6 on Page One.
  4. WHEN TO USE ORGANIC? For most searches. This is where at least 70% of your traffic should come from.
  5. WHEN TO USE PPC? Targeted keywords. When you need to develop traffic for a particular keyword. Maybe a new product or service? When you see good traffic from a paid keyword phrase this is an indicator for writing a page about it for organic ranking.
For more on this topic listen to the Voices of Search podcast featuring Doug Bell and Benjamin Shapiro recorded 05/25/20.
Overall, they indicate companies are moving away from AdWords as their effectiveness has gone down since 2010. Broad generalizations are never a good reason to make a change, but consider the effectiveness of your paid ads, and merchant shopping feeds. Is the ROI going up, or down?
Onward and upward!

Bob Ottaway Profile Picture

Bob Ottaway

The author, Bob Ottaway, is President and Founder of Ottaway Digital. Established in 1999, it has been a pioneer in SEO, digital advertising & social media since 2006.