Report: Almost 90% don’t read PPC adverts
A newly published report has revealed that almost 90% of the time Internet users pay no attention to search engine Pay-per-Click (PPC) adverts.
The study from Advertising Age appears to back up existing data suggesting that PPC ads are one of the less effective forms of online marketing.
In total the report found that 88.5% of time users will ignore PPC adverts in favour of natural search engine listing, giving an overall click-through rate of just 11.5%.
The research supports previous eye-tracking findings by Eyetools that found a ‘golden triangle’ area of interest on Google, with the primary focus on to the top and left (on Google PPC adverts are displayed on the right of the page).
With many companies currently spending a significant proportion of their budgets on PPC campaigns, the results of the report highlight the benefits of an effective search engine optimisation campaign when planning online marketing strategy.
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