Using the biggest search engine globally, Google, businesses want to claim the best organic traffic they can get. In 2021, organic traffic climbed to 53%, while paid traffic increased by around 15%. Meanwhile, more than 75% of B2B traffic is either organic or paid.
Weare all competing for the top search result position in the rising digital world, primarily because it attracts organic traffic. If you’ve ever considered the importance of being first in your industry, you must understand that claiming the first position in search results generates the most significant traffic.
This is dictated by user behavior as individuals are impatient and despise scrolling through pages of search results. For this reason, we can deduce that users would prefer to click the first or second search result to gain information.
To help you further understand organic click-through rates, here’s a quick guide:
Click-through Rates by the Percentage
As a business owner or a website manager, you must be aware that not every website visitor or user can turn into a paying customer. That is why it is critical to increase the number of visitors to your website and boost your conversion rate.
Take a look at the first and ninth Google ranks for one of your goal keywords. These are totally speculative statistics based on click-through rates (CTR) and a 2.35% average landing page conversion rate.
Assume each conversion is worth $100, and Google receives 10,000 requests each month. Organic search brings in 2,050 visitors to the top-ranked website. With a conversion rate of 2.35%, you may expect 48 people to convert and earn $4,800. If you are ranked 9th for the same keyword, you will have 552 monthly visitors. 13 people convert for $1,300 at a conversion rate of 2.35%.
At this point, it pays to rank high on Google, but its continuously changing algorithms make overtaking the top place more challenging. In this fast-paced environment, you may find that it gets even more difficult for businesses to crack the code, and as a result, they turn to sponsored ads to increase online visibility.
Why Are Paid Ads Outnumbering Organic Clicks?
Nowadays, advertisements are now appearing in a more significant number in every search query. Many businesses are discovering that the more advertising they pay for, the more room they take up on top of each results page.
With every query that a business is advertised in, more users can click through their page. Moreover, Google Shopping is now included in many transactional queries, making conversions more frequent.
Is Now the Right Time to Invest in Paid Traffic Ads?
The average CTR for a search ad is 1.91%, according to Google AdWords benchmark numbers. The average cost per click (CPC) for search advertisements is $2.32. CTRs and CPCs will be greater in certain industries. Consider the average conversion rate for search advertisements across all industries: 2.7%. Getting a lot of traffic from search ads but not converting could be a problem.
Let’s say you spend $232 on 100 ad clicks. Based on the 2.7% conversation rate for those clicks, we’ll round up to three paying clients. Three paying clients equals $300 and a $68 profit. Thus, it is beneficial to increase organic traffic as much as possible.
Paying for advertisements is an excellent method to get a business started while also increasing brand awareness and word of mouth. However, you can advertise and get conversions while still losing money. To combat the pitfalls of failed marketing campaigns, you must optimize your processes to reach your goals.
Conclusion
As a business owner, you must constantly be on top of digital trends. Additionally, you must be aware of the changing Google algorithm because, assuming your main goal is to obtain more top-page real estate, which corresponds to more money. While an increase in traffic may only be evident in a year, you should incorporate a mix of PPC and SEO efforts to acquire control of Google’s top page.
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