Optimal strategy when you have #1 SERPS spot

[Jon12345]

Ok, you have great organic listings. Perhaps the top 3 SERPS slots on your target keyword. But then your competitors adwords appear across the top, thus beating your SERPS listings. Consequently, you lose a lot of clickthroughs.

Questions:

1. What percentage of people will click the Adwords across the top as opposed to the SERPS listings?

Would it be something like:

a) Adwords across the top 40%

b) Adwords down the side 10%

c) SERPS #1 20%

d) SERPS #2 10%

e Rest of SERPS 20%

2. What is the best strategy to counter this situation? Just pay the money for the tops slots? But then that would depend on how much they cost and how many clicks the "across the top" adwords listings get. Anyone know?

Thanks,

Jon

[eWhisper]

Some good links to articles in this thread about CTRs for Ads and Serps:
[webmasterworld.com...]

[Jon12345]

Good link. Thank you. Well, anyone have a strategy suggestion? I am quite surprised actually how important PPC has become and how many people click on it. I can only see this increasing over time as Google aims to monetise its traffic.

The importance of PPC on MSN doesn't surprise me. Their top 3 listings are all PPC.

[AdjumperGuy]

Hi Jon,

My personal experience is that when I am looking to buy something, I click on the ads and not on the listings. However, if I expect the slightest possibility that I can get something for free (example : info) I will definitely click on the listings as well.

[Robsp]

Recent research shows that although users click more often on SERPs, the conversions to sales are twice as good on Adwords ads than on SERPs.

(left info seekers, right buyers)

In my personal opinion this is because Adwords ads are most of the time relevant and targeted as with adwords you can control your proposition.

My 2cts.

[Syzygy]

Robsp

Recent research shows that although users click more often on SERPs, the conversions to sales are twice as good on Adwords ads than on SERPs.

If you would be so kind, could you point us in the direction of this research?

Syzygy

[Robsp]

Syzygy,

I would be happy to and I looked at my bookmarks but seem to have lost the article. If I dig it up I'll post it here.

[eWhisper]

Unfortunately, I don't remember all the articles I've read. But I have seen the stats Robsp is referring to on many occasions.

IMO - It also has todo with targeting. With the SERPS, often people are finding you for very odd keywords, that you're not targeting, but happen to show up for. Of course, these don't convert as high as they may not be related to your site at all.

When excluding the above random keyword searches, I still find that PPC gives a higher conversion rate, but SEO usually gives more total traffic.

Thus, depending on the site/rankings/PPC spend/etc the most total conversions can vary vastely between SEO & PPC.