Impact Of Ranking Of Organic Search Results On The Incrementality Of Search Ads
Venue
Google Inc. (2012)
Publication Year
2012
Authors
David Chan, Deepak Kumar, Sheng Ma, Jim Koehler
BibTeX
Abstract
In an earlier study, we reported that on average 89% of the visits to the
advertiser’s site from search ad clicks were incremental. In this research, we
examine how the ranking of an advertiser’s organic listings on the search results
page affects the incrementality of ad clicks expressed through Incremental Ad
Clicks (IAC) and as estimated by Search Ads Pause models. A meta-analysis of 390
Search Ads Pause studies highlights the limited opportunity for clicks from organic
search results to substitute for ad clicks when the ads are turned off. On average,
81% of ad impressions and 66% of ad clicks occur in the absence of an associated
organic search result. We find that having an associated organic search result in
rank one does not necessarily mean a low IAC. On average, 50% of the ad clicks that
occur with a top rank organic result are incremental, compared to 100% of the ad
clicks being incremental in the absence of an associated organic result.