Most surveys find that consumers are aware of the difference between ads and organic listings in search results. But what about the consumers that are aware and acknowledging clicking on ads? What makes them click? A new survey from agency research firm Clutch set to answer just that – across Google, Bing, YouTube and Amazon.
Why you should care
In a survey of 506 people who 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. 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 should be relevant to what the searcher wants to find. If I am searching for "snowblowers on sale," I am not looking for ads to use 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 by ads that mention brands with which they are already familiar. Twenty-six percent said that has been reasonably priced for search ads, and known brands are the primary reason people click on YouTube and Amazon search ads.