Organic Search Results and their Impact on Paid Search Ads

Our 2011 Search Ads Pause study showed just how valuable search ads can be for website traffic. A full 89% of traffic from ad clicks is incremental to what organic search results deliver. But we had more questions, namely: just how often is an ad impression accompanied by an organic result? And how does the rank of an organic result affect these findings? So we looked at the data again and found some surprising trends, captured in this infographic.