The Guardian bericht: "Customers are just as likely to click on natural search results as paid ads, a US study has found, raising questions about the efficacy of the multi-billion dollar search advertising market. [...]
Many companies buy adverts on searches for their brand. eBay, for instance, may buy adverts on searches for the term "eBay", as well as for terms such as "eBay shoes". But confirming what customers have long suspected, those adverts do little other than encourage users to click on the advert where they would otherwise have clicked on the normal search result to the same site.
"The results show that almost all of the forgone click traffic and attributed sales were captured by natural search," the researchers found.
"That is, substitution between paid and unpaid traffic was nearly complete. Shutting off paid search ads closed one (costly) path to a company's website but diverted traffic to natural search, which is free to the advertiser.""
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