Why PPC Marketing Remains Effective

  • January 31, 2019

New research shows that organic click-through rates, known as CTRs, on the search engine results page (SERPs) of Google are dropping steadily on both desktop computers and smartphones. What users seem to be favoring instead are paid clicks and no-click search results, with both the US and Europe preferring these types of searches. The decline isn’t huge (yet), but it’s “double digits in Europe and nearly as much in the US.” 1

Google Desktop Click-Through Rates

Google Desktop Click Through Rates, 2018
Credit: Jumpshot/SparkToro

Google CTRs show varied results according to the variance in regions.

Google Click-Through Rates on Mobile

Google Mobile Click Through Rates, 2018
Credit: Jumpshot/SparkToro

In this graph, data suggests organic CTRs are showing an even harsher drop in results on smartphones – down by almost a third. In the US, paid clicks have more than doubled since 2016. 2

The probable reason why organic click-throughs on desktop have slowed less than on mobile is because of larger monitors – meaning, we have more screen “real estate” on a desktop. There is simply more to see, with scrolling being easier than on mobile.

What Does All This Mean for You?

Mobile search results are dominated by paid ads, answer boxes and carousels.2 As time goes on, it will be imperative to have your paid campaigns optimized with where the trends are going – that is, where the users are clicking. And that is less and less through organic search.

Since Google dominates the search landscape, controlling much of how that information is gathered and sent to us, the consumers, we’re keeping an eye out on trends and the latest analyses to maneuver our clients’ data – taking the best routes, and ensuring they keep getting quality leads and conversions. 

Become our next success story! Give us a call at (916) 318-3459 or drop us a line – we’re happy to help!

2 https://searchengineland.com/data-google-organic-search-ctrs-decline-on-desktop-see-big-drop-on-phones-310916

Similar Resources

What Types of Strategies Can I Use for Lead Generation? (Part 1: Paid Lead Gen)

April 29, 2019
Today, we’re going to look at a range of different ideas that will help your business create more leads. While there...

How Google Ads Click Share is Going to Transform How We Buy Search

March 13, 2019
Have you heard the news about Click Share? Google plans to have click share available in all search campaigns in the...

Looking for a Way to Get the Most Out of Your Google Ads?

April 20, 2022
Performance Max is an automated goal-based campaign type that uses machine learning to serve audiences a relevant ad...
Take The Next Step

Let Us Audit Your Ad Accounts

If you are already using Google, Microsoft or Meta Ads, we can offer you a free, no obligation audit. We will identify areas that are costing too much as well as areas of opportunity that need more development. We typically complete these audits within 2 business days.