Posicionarnos Educación, Aprendizaje, eLearning y Colaboración What makes people click on search ads? – Search Engine Land

What makes people click on search ads? – Search Engine Land


Most surveys find that consumers aren’t aware of the difference between ads and organic listings in search results. But what about the consumers that are aware and acknowledge clicking on ads? What makes them click? A new survey from agency research firm Clutch set out to answer just that — across Google, Bing, YouTube and Amazon.

Why you should care

In a survey of 506 people who said they have clicked on a paid search ad in the past month, 75% said the ads make it easier to find information they’re looking for. That’s a good indication they think the ads are relevant to their searches.

The top reason people said they click on search ads? That the ads answered their queries. That may sound obvious, but it’s a good reminder that ads should be relevant to what the searcher wants to find. If I’m searching for “snowblowers on sale,” I’m not looking for ads touting the latest models or fancy features. I want to see words like “sale,” “deal” or “clearance” in the ads.

Not surprising, people are also driven to click on ads that mention brands with which they are already familiar. Twenty-six percent said that has been a reason for they’ve clicked on search ads, and known brands are the primary reason people click on YouTube and Amazon search ads. This underscores the importance of brand building across channels to maximize your investments in advertising.

More from the survey

About The Author

Ginny Marvin is Third Door Media\’s Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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