Search engine optimization for small and very small businesses.

Research: Paid Search vs Organic Search ROI

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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