According to InformationWeek, paid search (sponsored links or pay per click (PPC) ads are not much better at turning shoppers to buyers. Contrary to some other recent research showing a higher conversion rate of visitors to buyers for organic search, this report seems to indicate the reverse, although not by much.
“Keywords bought on a pay-per-click basis at search engines such as Google, Yahoo and Microsoft MSN had a median conversion rate of 3.4 percent, compared with 3.13 percent for unpaid results to search queries […] Both forms of search were far above the overall conversion rate of about 2 percent for most e-commerce sites. […]
Most people don’t understand that to get high conversion rates you need multiple touch points. It’s not just one or the other.”
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