Adwords versus Serps

[Trodda]

Anyone have info on how clicks on adwords stack up against clicks on serps on the same page? have there been any usability tests carried out on this? What do you reckon a common scenario would be? (e.g. 60% top 5 serps, 20% top 5 ads, 15% bottom 5 serps, 5% bottom 5 ads)

[hveld]

Don't know if this be useful for you, it's 6 months old info
For a short period I had adwords (#2 of 3) and I was on first page in serp's - result #2-5
About 80 % of the hits came from the serp's link
Then I stopped adwords.

[hannamyluv]

I don't know if this helps but I have many, many adwords ads. My average is about 5% CTR, and I do not always maintain top listings. On average there is about 5 ads on a keyword. I always figured that it basically meant that the adwords garnered 20 - 25% of the clicks. When you move up to premium (Which is just above the serps), your CTR roughly doubles (probably a little more). There are two there, so I would guess about 20% goes there. That would leave 55 - 60%, more or less go to the SERPs.

Just a guess based on my adwords CTR.

[Trodda]

Thanks hveld, that is handy. I expect you can only really draw deductions when working with a fairly large sample of pages since the click results for ads and serps will differ on any one page. I expect G probably has a good idea where the hotspots are.