paid search, organic clicks will rise slightly, but will not recover lost clicks – up to 89% of traffic will be lost. As your organic listing position gets lower, paid search can add even more incremental clicks! of paid traffic to an advertiser’s site is lost and not recovered by organic clicks prefer a company’s website as a source of information 50% Lost site traffic is lost business Site visitors drive revenue. CPG site visitors actually spend 37% more money on your brand in retail stores than non-visitors. Sources: Nielsen, “State of Consumer Media Usage”, 2011; up to -3.2% IRI Search Match Market Consortium Study-Food, Mar 2010; Google Keyword Tool; Incremental Clicks Impact of Search Advertising, July 2011; Impact of Organic Ranking Search Results on Incrementality of Search Ads, 2012; comScore, Are Your CPG Brands Maximizing the Return on Your Digital Investment?, 2011 Competition wins when you’re not there When cutting search altogether, or just decreasing your spend, your competitors can pay less for their existing traffic, or gain more traffic at the same cost. Plus, they could be driving YOUR traffic to THEIR site! Organic search isn’t enough Develop an always-on search strategy to ensure your brand is driving traffic and answering consumers’ questions TOTAL SALES increase when search is on +5% 89% of paid ad clicks are incremental, even if ranked first organically PRIVATE LABEL volume decrease when brand search is on -3% Ensure strong search coverage to meet consumer demand and defend your brand 50% 82% of paid ad clicks are incremental, even if ranked 2-4 organically With Paid Ads Without Paid Ads Organic and paid clicks Visitors to your brand site purchase more units than non-visitors 48% conversions starts with a generic search and ends in a branded search 1 in 4 have used search during the purchase process 93% Competitors can take your traffic Advertiser B Goes Dark Competitors may pay less
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