His case was the fact that he uses Google and has never clicked on the ads in the past.
Does anyone know where I can find information on what percentage of SE users click on adwords?
Position, the keyword, the copy, etc.
But I believe the average is somewhere in the 2% - 5% range.
This study may be helpful:
[atlasdmt.com...]
I was recently at a meeting when a prospective client asked what percentage of people that use search engines actually click on a Google ad.
gb_olm, I am afraid I don't have any specific numbers on this - but I can say that my feeling is that the overall CTR for all ads on AdWords is in the neighborhood of 2%. This is not based on formal study, but rather on my own perception, having looked at thousands of accounts over the past couple of years.
One thing that you might say to your client, which in my opinion is completely true: If advertisers were not getting a return on their investment, then neither AdWords and OV would have a growing advertiser base. If CPC advertising didn't work, then word would 'get out', and the programs would wither. This is not the case, however.
AWA
I'm guessing that some people are doing what I do. Instead of clicking on the ad, they're typing in the display URL. I do that when I'm curious about a site (but not really looking to spend money right then) so the poor joe doesn't get charged and so I don't get enmeshed in various tracking schemes. That and return visits accounts for the surplus, I guess.
A couple of years ago I briefly flirted with catalog sales and a reliable sales rep told me that a 1% response rate was par for the industry. Considering the cost of putting out a catalog vs PPC, I'll go for 2%!
