[神翻译]PPC乱斗SEO哪个流量更多？

这个是笔者利用wordstream分析出来的结果，不表示很权威只是个案。对于美国高度商业化内容，付费广告流量要比自然流量大一倍，也就是2:1的样子。PPC赢得战场输了战争？

竞争激烈商业词ppc流量占到64.6%，seo占到35.4%

seo 排名靠前占页面内容只有14.8%，也就2条结果在第一屏展示。广告内容占到了85.2%首屏内容。

ppc左侧排名前三点击份额占到41.1%

Product list ads点击份额占到了19.6%

排的名第一的点击份额占到了8.9%，左侧第四名。悲剧

对于自然流量89%广告流量是新增流量

根据调查表明：45%人们不相信搜索结果页上的付费广告，如果没有一个正确的列（分类列Category column）

seo vs ppc 谁赢得战争

$$$高度商业化关键字 ppc wins 正准备购买 somebody who is ready to buy something

$$品牌关键字 ? 几乎准备购买（计划中） somebody who is almost ready to buy

$本地关键字 ? 找附近的东西somebody looking for something near them

-$问题和资讯关键字 seo 想要学习了解东西somebody who is want to learn

图作者列举了一个SEO Spam key battle milestone 反spam战争，各种熊猫，企鹅。只为说明seo越来越不好做。

免费的点击也越来越不免费。seo 经理 link builder 链接工，blogger 博客编辑，social media maketing guru社会化营销专员，网站开发，等等一大堆人要养活。

谷歌ad各种加强，武装到牙齿。再营销，邮件广告，聊天广告，点击拨打，底部加多2个广告，广告附加链接，社交广告扩展，地图地理位置广告扩展。果然adwords是亲爹养的。seo就是sob啊，各种update无力吐槽。

两个欧亚吉在哪里讨论seo的生死，不会死太快吧。百足之虫死而不僵。默哀10分钟

Are PPC Ads Beating Organic Listings for Clicks?

You’ve heard it before- “I never click sponsored ads.” I’ll admit I was an anti-ad clicker prior to joining the paid search industry as well. So, with the skepticism of the PPC ad, but with the search engines making these paid sections more prominent and more engaging, I’m sure you’re curious as to how well paid advertisements are performing in comparison to organic listings.

我从来不点广告，傻逼才点广告。所以搜索引擎上免费占用很大市场吗？我怀有疑问，就做了一张对比的表。

According to Wordstream, it turns out that while organic searches receive more overall clicks, paid advertisements beat out organic clicks by nearly a 2:1 margin for keywords with high commercial intent in the US. So, is PPC losing the battle, but winning the war?

这个是笔者利用wordstream分析出来的结果，不表示很权威只是个案。对于美国高度商业化内容，付费广告流量要比自然流量大一倍，也就是2:1的样子。PPC赢得战场输了战争？

Check out their infographic below (click the image and zoom to see full-sized) and the rest of their research to see who is winning the War on Clicks!

猛击靓图获取更多信息

© 2012 WordStream, a Provider of AdWords and PPC Management Software.

What’s Driving the Organic Search Listing Smack-Down?

Much to the delight of internet marketers, new, bigger, more engaging and more targeted sponsored ad formats – which allow businesses to target prospective clients in more precise and relevant ways – are behind the increases in CTR for high commercial intent keyword searches. These new ad formats include:

• Product Listing Ads: In May of 2012, Google transitioned the previously free Google Product Search into a "Purely Commercial Model." Product listing ads include large images and are automatically triggered if someone searches for a product that is in your Merchant Center account.
• Click to Call Ads: This powerful mobile ad format lets customers call a business phone number with the click of a button.
• Bottom of Page Ads: Catch their attention before they click to page 2 or refine their search.
• Mega Site Links: This huge ad format offers up to 10 additional places to click, greatly increasing your chances of presenting a relevant link.
• Social Ad Extensions: Show who has +1’d your site, which lends credibility and potential name recognition.
• Remarketing: Allows companies to track site visitors with a cookie and chase them around the Web, displaying relevant banner ads until they click and convert.
• Map/Location Ad Extensions: Display your address and phone number to local searchers, enticing them to visit you faster. Advertise only to customers in the vicinity.
• Chat Ads: Prompt viewers to open a chat window with a sales guy – get those leads while they’re hot!
• Email Ads: Prompt users to provide an email address right from the search result page.
• Etc.

Couple these and other exciting new ad innovations with the fact that approximately half of searchers still can’t differentiate between paid and organic search listings, and you can quickly see what’s happening here.

A War on Two Fronts

While these innovative new paid search advertisement options are rapidly growing in size and power, Google is simultaneously waging all-out war on SEO web spam. Over the past few months we’ve seen significant updates that make it harder to rank in organic search, including:

• Panda Update (Feb 2011) – Google cracks down on "thin content" and ad-heavy sites. Up to 12% of search results are impacted.
• Google Analytics Update (Oct 2011) – Google stops providing reliable access to organic search query data. Advertisers basically need to use AdWords to get full access to search query data. (Click here for more tips on dealing with the "not provided" fiasco.)
• Matt Cutts Threatens to Penalize SEO’s (March 2012) – At SXSW, Matt Cutts issues a warning to sites doing “over optimization,” declaring: "we want to make that playing field a little bit more level."
• The Shot Heard Around the SEO World (April 2012) – Google warns an estimated 1 million websites about unnatural links and orders webmasters to cease and desist these manipulative activities.
• Penguin Update (May 2012) – AKA the "Over Optimization Penalty" or "OOPS." Google devalues sites employing keyword stuffing and spammy link tactics.

The net result is that organic search has become significantly harder and more costly to execute, nearly impossible to measure, and yields increasingly unpredictable ROI.

SEO vs. PPC: Who’s Winning this War?

It’s too early to declare a victory for either side. The one thing that is clear from our research is that the board is set and the pieces are in motion.  What do you think of the shifting battlegrounds here? Let me know what you think in the comment fields below.

Acknowledgements

A special thank you to my colleagues, Miranda Miller (Search Engine Watch), Aaron Wall (SEO Book), Tom Demers (Measured SEM), AJ Kohn (Blind Five Year Old), and Elisa Gabbert (WordStream), all of whom provided incredibly valuable input and commentary into the design and data of this research study.

Survey Methodology

Our survey was limited to advertisers in the US, for Google Search only. In our survey, we define high commercial intent keywords specifically as keyword searches on Google that have significant advertiser competition and trigger a Google Shopping or Google Product Listing ad.

We used recent average click-through rate data collected through our AdWords Performance Grader across over one thousand AdWords accounts in the last 60 days. We also looked at the Google Analytics/Webmaster Tools and AdWords account data of WordStream’s managed accounts to analyze organic click-through rate data and trends.

Because people often click on multiple ads and/or organic search listings from a single search result page (which makes the click-through rates of all of the paid and organic listings add up to more than 100%), we normalized the CTR data to reflect the % share of traffic generated for each paid and organic search listing present on a typical search engine results page.

原文地址http://www.wordstream.com/blog/ws/2012/07/17/google-advertising