PPC click-through-rates have increased year-on-year according to our campaign click data from 2011 and 12. The below table, which displays the average CTR for all of our campaigns from these two years, shows that the average CTR for paid position one more than doubled to 11.09%.
Paid position two also saw a considerable increase from 3.004% to 4.95%. This is particularly interesting as in 2012 position two boasted a CTR higher than the top position in 2011. As the data shows, every paid position posted a year-on-year increase in CTR – a trend that proves PPC is becoming more important.
While that is true, natural search undoubtedly continues to reign supreme as the below image shows, but the gap is narrowing.