Are PPC (pay-per-click) ads effective? It seems they are. For some types of keywords, PPC ads have higher click-through rates than organic search results, a recent study has found. WordStream’s research includes points such as sponsored results accounting for 64.6% of clicks for keywords that imply high commercial content. And total click-through rates for Google ads on high-commercial-intent queries being up to 600 times higher than the click-through rate for Facebook ads. If advertisers buy ads for keywords for which they already rank well organically, 89% of traffic generated is new, outside of organic reach. And 45.5% of people couldn’t identify paid ads on SERPs if those results weren’t listed separately, down the right side of the page.

The survey was limited to US advertisers and Google Search only. In WordStream’s definition, high commercial intent keywords are those searches on Google that have significant advertiser competition, triggering a Google Shopping or Google Product Listing ad. For the research, they used recent average click-through rate date collected through WordStream’s AdWords Performance Grader across over 1000 AdWord accounts in 60 days.


SEO, PPC, Organic search