Digital marketing is essential if you want your business to thrive in the modern world. Google is at the heart of many marketing campaigns but the search giant rarely shares the behavioural data about its visitors. Whether you can access such data could make or break your next PPC or SEO campaign. Thanks to the efforts of Moz and Jumpshot, we can shed more light on the Google search trends.
How many searches end with an ad interaction?
What is the organic click-through rate?
These factors could be the key to allocating your digital marketing budget properly.
We have hand-picked data crucial for businesses of all sizes to help you fine-tune your next digital marketing campaign.
Websites on the first search engine results page capture almost 95% of the traffic.
In March 2019 the page one results had a click-through rate of 87.73%, compared to 14.21% on page two.
If you’re not on the first page, you don’t exist in the search results. That’s the brutal truth.
This is an important question considering the severity of the above numbers.
The answer is a relieving yes.
Even though 12.6% of all Google clicks going to the top 100 domains (excluding Google) might seem like a lot, it also means that over 87% is left for everyone else.
66% of unique search queries result in a click. Only 3.17% of desktop searchers click on a paid ad (WordStream).
The rest are “no-click results”. Google answers a lot of questions without requiring you to click on a result.
Featured snippets are one of the tools Google uses to achieve that. You can see an example below.
Compared to the aforementioned 3.17% CTR on desktops, the Google Ads click-through rate on mobile devices is 4.1%.
If your business receives a lot of mobile traffic, you definitely need to optimise your PPC campaigns for mobile devices.
In Q1 of 2019, the figure exceeded 62% in the United States.
To add to our previous point about small business opportunities on page one, nearly a third of mobile searches are related to location.
This makes SEO and PPC advertising a great opportunity for businesses that wouldn’t consider launching a digital marketing campaign.
Industries like travel and hospitality thrive on mobile searches and advertising. If your brick-and-mortar business falls into the same category, you have to establish visibility on mobile devices.
You can start right now by following our quick local SEO guide for small businesses.
This one is for the content marketing enthusiasts. As much as 8% of search queries come in the form of a question.
Creating content that answers long-tail keywords phrased as questions is definitely a good idea when executed properly.
Many traditional businesses find it hard to dive into the digital marketing world. It’s easy to get lost in it and there are no guarantees.
But there are a lot of opportunities. If you haven’t yet, we encourage you to take a closer look at SEO marketing.
For those that already advertise in the digital space, we hope the data will help you spot and fix the weak links in your digital marketing strategy.
Originally published Apr 25, 2019 9:21:31 AM, updated October 22 2020.