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• Visibility on page • Marketers have two opportunities to capture visibility on the page (Natural & Paid)

• When page visibility is increased, clicks and conversions also increase (see next slide for case study)

• Prevent our searchers from clicking on a competitor’s ad • Our target searchers may be driven to other sites (i.e. competitors) if they don’t see our ads

• Filling a paid spot, takes one away from competitors and/or pushes them down the page

• Some consumer are predetermined to click on paid or natural • Some searchers are predetermined to click on paid or natural based on the greatest likelihood that one has

delivered on their search intent in past searches

• Be visible in both throughout all search stages until satisfaction is met – both generate clicks that are highly

likely to convert to sale (see ‘Paid & Organic Clicks Drive Sales’ slide)

• *Conversions accredited to natural search often start with a paid click • Among searchers who switch between natural and paid, far more start with clicking on a paid ad and

eventually convert to a natural listing (12.6%). Meaning, 12.6% of conversions credited to natural search

results were preceded by clicks on a paid listing

Why use paid search if I rank high in natural search?

#1: Volume #2: Click Likelihood #3: Kill the Competition

Sources: MediaPost – SearchInsider, *360i/Searchignite - Based on study of

searches and clicks that converted

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10

20

60

0

10

20

30

40

50

60

70

Top listing in paid Top listing in organic Top in both

A combination of paid and organic listings can dramatically

increase the number of clicks (10-20 to 60 clicks)….

Increasing Conversion Volume with Paid Search

Paid & organic listings = 100% volume

increase (30 vs 60)

Source: Marketing Sherpa 2004; Atlas Institute, July 2006

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Paid & Organic Clicks Drive Sales

Source: Lead-gen product within the health/wellness vertical. Based on leads with a

high credit score (proxy for means to pay for product/service)

14.30%

14.50%

5% 6% 7% 8% 9% 10% 11% 12% 13% 14% 15%

Paid Search (SEM)

Organic (SEO)

Lead:Sale Conversion

Both search vehicles drive sales at a similar clip. Losing clicks

in either vehicle is a missed sales opportunity

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Searchers are Looking for the Top Listings

Organic Clicks Organic Clicks

Paid Clicks

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20

40

60

80

100

120

Before After

Organic Clicks Paid Clicks

Some searchers won’t click on organic ads

Average Lost Clicks = 85%

Displaced Clicks

Missed Opportunity

In 2011, Google released a study that showed the amount of search ad traffic that’s

incremental to an advertisers organic search results. The results below depict what

happens when paid search is shut off completely

Source: www.thinkwithgoogle.com/insights

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Searchers are Looking for the Top Listings

Heat map analysis illustrates that most eyeballs focus on the top

listings in the Google search results page

Below fold

www.seoconsultingkenya.com/heat-map-analysis