Trends Report

Why Care About Combination Clickers

The Most Valuable Searchers Click On Both Paid And Natural Listings

April 5th, 2012
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Emily Riley , Jennifer Wise , Elizabeth Komar

Summary

Search marketers often try to profile consumers who click on paid ads against those who prefer natural search results. But the reality is there is little discernable difference between paid and organic clickers. Your better targets are consumers who click on a combination of paid and organic listings. This report highlights the important characteristics of "combination clickers" including their online advertising, trust, and purchase behaviors and recommends ways to reach them best through integrated paid search and SEO strategies.

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