Will organic traﬃc make up
for the loss of paid clicks?
Incremental Clicks Impact of Search Advertising. For full study, go to research.google.com
Organic clicks rise, but only slightly.
Not enough to recover the lost paid clicks.
89%Average Lost Clicks
Paid search traﬃc is incremental to organic
Thinking search ads aren’t necessary when organic
presence is high? Think again. Google observed what
happened to organic clicks when paid search ads were
paused in over 400 accounts. Using a statistical model,
we estimated the incremental clicks attributable to search
ads for each advertiser.
Company A Website
For some terms, users can ﬁnd their
way to a company’s website by clicking
on organic or paid links.
Before ads are paused, traﬃc
comes from both paid and organic
listings. When there are no ads,
clicks on organic rise slightly,
but not enough to make up for
lost paid traﬃc. On average,
89% of paid traﬃc to an
advertiser’s site is lost and not
recovered by organic clicks.
What happens in the absence of paid ads?
Average lost by industry:
94% Classiﬁeds and Local
93% Business and Industrial Markets
89% Food and Beverages
88% Consumer Packaged Goods