A survey by Clutch of 506 people who said they have clicked on a paid search ad in the past month has produced interesting findings as to why people click on paid search ads.
Top 4 reasons people click on paid search ads:
- Ad directly answers their search query (33%)
- Ad mentions a familiar brand (26%)
- Ad appears above other search results (20%)
- Ad contains a compelling title, description or image (19%)
- 75% said paid search ads make it easier to find the information they're looking for on a search engine.
- 63% are most likely to click on paid ads on Google (vs. 15% Amazon, 9% YouTube, 6% Bing).
- 55% who click on Google paid ads prefer text ads to shopping/product ads or video ads.
- Presence in paid search ads is important for mobile since organic listings tend to appear "below the fold".
- 506 individuals
- 66% women
- Age groups:
- 53% 18-35
- 36% 35-54
- 11% 55+
- 77% said they're confident of being able to identify paid search ads.
- You need to know how potential customers phrase their search queries when looking for stuff like yours, and word paid ads accordingly.
- If your brand is a familiar one, or if you have some credible connection to someone else's familiar brand, mention it in your ad.
- You'll get the biggest bang for your buck with Google Ads vs. Amazon, YouTube, Bing.
- Paid ads being above organic listings has advantages, especially with mobile users.
- Use text ads on Google.
- Write compelling ads with solid relevance to both the keywords you're buying and the landing page linked from the ad - for higher Google quality scores and higher ad placement at lower cost per click.
Caveats re Clutch numbers:
- Small sample size.
- Age is skewed to under 35, which may or may not apply to your prospects.
- 77% being able to recognize paid ads is inconsistent with other research that finds fewer than 50% of people can do that.
Still, that's useful research - and further confirmation of Google's dominance in search.