Organic or PPC – which should be the focus?

We all know that being on page 1 of Google is highly important and we can get there “organically” or with pay per click (PPC or AdWords). Organic has always been seen as the best route, but following steady changes to Google’s algorithm and searcher behaviour, Optify, a marketing software vendor, has looked at the Click through rates (CTRs) of both for their B2B and B2C clients. The results are interesting…

As expected the top 3 organic positions achieve good results with an average CTR of 34.6%, 12.5% and 9.5% respectively. Being found on page 1 itself gives an average CTR of 8.9%. Optfiy then looked to compare this with PPC. They found that a cheaper PPC term in position 1 will actually drive a  higher CTR of at least 30%, with expensive terms achieving around 20%.

PPC (AdWords) ads on the right hand side, organic listings on the left

They concluded that in order to get the most visitors (highest CTR) it may in fact be wiser to invest in competitive keywords with high PPC costs using paid search because Google is acquiring greater clicks on adverts versus organic links.

Another point of note was that ranking first on the second page has greater value than ranking at the bottom of page one, because it achieves more click throughs!

Our web design Cambridge based company Light Blue Travel uses our SEO organic and pay per click marketing approaches to gain the optimum number of click throughs, driving real business outcomes.

If you’re looking to engage in search marketing and would like to find out which approaches will work best for your business, or would like a review of your existing campaigns, please contact me.

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Vikky Littlewood
I have specialised in marketing in a business environment for 20 years and am a member of the Chartered Institute of Marketing (CIM). I work with companies to formulate their marketing strategy, helping them to achieve the best return on investment.