Most Of The Time, There Are No Organic Result On Page One
The 89% number makes more sense now that the new results show that paid search ads appear without an accompanying organic search result on the page 81% of the time, on average. Only 9% of the time does a search ad show with an organic result in the top rank. An organic result appears in ranks 2 to 4 5% of the time, and in lower ranks (below 5), about 4% of the time.
Even A #1 Ranking Can Benefit From An Accompanying Ad
Surprisingly, even when brands’ organic terms are ranked number one, they get 50% more clicks, on average, when there’s an accompanying paid search ad.
“It is a very surprising result, and, I think in some ways, it runs counter to what people would think but the data speaks for itself,” said Chan.
The study found that 82% of ad clicks are incremental when the associated organic result is ranked between 2 and 4, and 96% of clicks are incremental when the brand’s organic result was 5 or below.