1. Company A
Company B
Company C
Company
A
Company
B
Company
C
Will organic traffic make up
for the loss of paid clicks?
No.
Paid
Organic
?STOP
Time
Incremental Clicks Impact of Search Advertising. For full study, go to research.google.com
Company A
Company B
Company C
Company
A
Company
B
Company
C
Organic clicks rise, but only slightly.
Not enough to recover the lost paid clicks.
89%Average Lost Clicks
Paid search traffic is incremental to organic
Thinking search ads aren’t necessary when organic
presence is high? Think again. Google observed what
happened to organic clicks when paid search ads were
paused in over 400 accounts. Using a statistical model,
we estimated the incremental clicks attributable to search
ads for each advertiser.
Clicks
Clicks
Time
Company A Website
For some terms, users can find their
way to a company’s website by clicking
on organic or paid links.
Organic
Organic
Paid
Before ads are paused, traffic
comes from both paid and organic
listings. When there are no ads,
clicks on organic rise slightly,
but not enough to make up for
lost paid traffic. On average,
89% of paid traffic to an
advertiser’s site is lost and not
recovered by organic clicks.
What happens in the absence of paid ads?
Average lost by industry:
94% Classifieds and Local
93% Healthcare
93% Business and Industrial Markets
90% Technology
89% Food and Beverages
88% Consumer Packaged Goods
88% Finance
88% Automotive
87% Retail