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Nearly all consumers perform online research before buying products and they consume an average of 10 or more pieces of content online before making a purchase. But all that online research doesn’t seem to be translating into online sales.
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According to Google, “Brands with a #1 organic search ranking can get 50 percent more clicks on average by paying for an accompanying ad.” This statistic is a little confusing. Why would a business with the top ranking organic listing want to purchase an additional link when it seems as though it can’t get any better? And how does a paid link on Google, as well as a top ranking organic listing, influence consumer habits?
If running a PPC campaign wasn’t complicated enough with constant upkeep, testing and keyword nuances, Google AdWords now drops what it calls enhanced campaigns. And before you throw in the digital towel, understand that our GannettLocal Paid Media team is excited about the opportunity, but why?
Most people never go beyond the first page of Google. In fact, 94 percent of search traffic never even makes it to page two (Chitika Insights, 2011). Sorry page two.
