Sponsored + Organic = Compounded Value
A recent study commissioned by Google and performed by Enquiro has again proved the compelling nature of search results. Enquiro is eye-tracking research group that studies consumer habits when viewing websites; specifically
where users focus their visual attention and clicks on websites. The study
focused on identifying the correlation between businesses being in
organic search results alone vs. organic plus sponsored search
results.
Among the findings is that business which are both in organic and sponsored listings
received over 220% higher attention as compared to companies in organic search
results alone. At the same time, competitor listings are diminished and hardly recognized.
| Organic listing benefit = x |
| Sponsored listing benefit = 1.5x |
| Organic + Sponsored benefit = 2.2x |
One would reason that there would merely be an incremental benefit, however there
is actually a compounded increase. Reasons for this include:
- Larger ad foot print - long known in the advertising world is that a bigger ad delivers more visibility and awareness. Multiple placements increases the amount of space that a business has on the page,
- Displacing competition - the amount of real-estate on the page is limited, by having multiple placements, the competitive listings are pushed away,
- Increasing trust - users tend to trust sites that rank well in search engine. By being referenced multiple times, there is an added sense of security that the result is accurate.
Importance of Title and ReferenceAn interesting point was noted in the eye-tracking study similarity in business title and URL is key. An affirmation that information consistency, accuracy and quality are crucial ingredients to RelevantAds data quality.
Organic Call to ActionSince the description is less important to users in reviewing search results, treat the text meta-description as you would for a sponsored listing ad-copy. For local businesses, generally the key conversion is a phone call. Each RelevantYellow listing highlights the phone number as the call to action below the organic listing.
Tri-fecta: Three is Better Than Two
Traditionally search has allowed businesses to enter into web and sponsored results, however with RelevantAds a third listing is possible through a localized map unit. We've coined the phrase search result tri-fecta as the combination of all 3 placements: local map, web and sponsored listings. This technology has advanced quicker than we can even study it, however with 3 placements on a single result page; enriched with the businesses phone number, description and ad; it's perhaps the most pervasive search result presence available in search.
Reference: Enquiro: Impact of Search and Sponsored Listings on Consumers, July 2007.
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