Impact of Organic Rank on Ad Click Incrementality

Solomon Thimothy - April 22, 2013

impact of organic rank on ad click incrementality

A 2011 study performed by Google showed that 89% of organic search ad clicks are incremental, which means that when search ads are off, organic clicks might increase, but that doesn’t replace the lost traffic to the company’s website. Google determined this by examining the incrementality of ad clicks along with organic search result ranking, after completely pausing search ads. In a follow-up study done in February of 2012, that average percentage of ad click incrementality dropped to 85% due to more advertisers included in the study, and probably due to effects of seasonality as well.

What This Means

Paid ads are absolutely necessary if you want to sustain website traffic, there’s no denying that. With the help of an organic search engine optimization company, professional search ads can be implemented to perfectly supplement your overall SEO campaign, so even if search ads are lost, organic clicks can provide a pillow to prevent you from losing too many leads.

You might even believe that you’re getting a lot of traffic to your site as it is, but by taking paid ads seriously as well as shooting up in the rankings, you can see that number of visits rise tremendously. Ad click incrementality is of course lower the higher up the organic search results appear. A March 2012 Google study revealed that on average 50% of clicks are incremental with results in the top rank, as organic clicks even rose a bit more when the ads were paused while still not being able to achieve the highest possible number of clicks.

Build Your Search Engine Rankings Along with Quality Ads

After taking a look at these Google study results, it’s clear that having high quality advertisements draws a lot more traffic, with a top search engine ranking to accompany them. Here’s yet another percentage pulled from the studies to back that idea up: Increased ad spending from a zero-dollar base gained 79% more clicks. This really should not be overlooked, and if you’re not taking advantage of ads and appearing in the first page of search results simultaneously, you’re unfortunately losing out on a lot of possibilities that a solid company for organic SEO can guide your company through.

An organic SEO firm makes sure that every part of your online marketing campaign is utilizing the best SEO practices, from traffic-gaining pages to static ads and online videos, so you’re not missing out on any of the action when it comes to marketing trends.

For SEO and PPC services in Chicago from experienced professionals who can enhance your inbound marketing campaigns, contact OneIMS.

Share this Post: