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Back to Blog

Marketing Metrics: What Makes People Click on Search Ads?

Skai

January  28, 2019

Paid Search Ads Metrics! Industry research in a short, snackable size for your Monday morning. This week’s research is from a new survey from agency research firm Clutch about why people click on search ads.

Clutch surveyed 506 people who have clicked on a paid search ad in the past month to learn the reasons why people click on paid search advertisements and other interesting data on consumer sentiment to SEM.

75-percent-paid-search-ads-easier-find-information_sem Key findings:

  • More than three-fourths of people (77%) are confident they can recognize paid search advertisements.
  • Three-fourths of people (75%) say paid search ads make it easier to find the information they are searching for on a website or search engine.
  • One-third of people (33%) click on a paid search ad because it directly answers their search query.
  • About four times as many people are more likely to click on a paid search ad on Google (63%) than on any other search engine – Amazon (15%), YouTube (9%), and Bing (6%).
  • People are most likely to click on text paid search ads (49%) instead of shopping/product listing ads (31%) and video ads (16%).
  • More than one-quarter of people (26%) click on a paid search ad because it mentions a brand they are familiar with.
  • The primary reason people click on YouTube and Amazon search ads is that the ads mention a brand they are familiar with (33%).

77-percent-confident-recognize-paid-search-ads

Did you find these paid search ads metrics valuable?

For more great marketing industry metrics, check out our latest Quarterly Trends Report.

Learn More About Skai Search

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Tags: Data, Google, Marketing Metrics, Research, Search, xTLx
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