Google search behaviour

directmarketingadvice · Apr 30, 2007

I recently noticed something about my own "google behaviour".

When I'm searching for information, I (almost) never click the PPC ads.

However, when I'm looking to buy something, I often click the PPC ads.

I reckon that this is because the ads have a sales message and that doesn't interest me when I'm looking for info.

However, when I'm looking to spend money, I want businesses to make me explicit offers as it helps me quickly find the supplier who's offer most appeals to me.

Has anyone else noticed similar patterns in their own surfing?

Steve

Eighty20 · Apr 30, 2007

Good point Steve.

Like you, I try to avoid PPC ads in general, but will try them when buying something.

Regards,
Stephen

PeteYoung · Apr 30, 2007

Have to say never thought about it before, but now that you mention it, I do utilise the paid search results during the purchase process on a more frequent basis than when merely researching.

Could this be a mere Internet marketeer trait?

Astaroth · Apr 30, 2007

I think it depends on what information I am looking for.... if it is product specifications or such and I have no intent to buy then I will follow PPC links as one site is as likely to have information on the product as the next.

If it is non-product specific such as how to take infra red photos with a digital camera then no, I wouldnt follow PPC links as from the copy on the link it suggests it will be trying to sell me IR filters or more likely a camera which wont tell me what shutterspeed to use

kathdawson · Apr 30, 2007

That is my own experience too...

Last week I went to buy a venitian blind for a velux window. I knew exactly what I wanted, product codes and colour etc but I just wanted to get the best price. I ONLY clicked on PPC and I was interested in adverts that offered discounts. I did find a cheaper supplier than the one I had used for the research. I didn't click on the organic listings because I was looking for a deal.

My clients have had similar experiences in that PPC works brilliantly for certain markets and can be total pants for others - its nothing to do with the quality of what they are selling but more to do with the search behaviour and the expectation of what PPC adverts are.

Sometimes I want to be sold to and other times I don't!
Cheers,
Kath

OGY · May 1, 2007

This is very much the norm - see my post on SEO vs PPC

SpeedyExpressCouriers · May 1, 2007

Personally, I have never used the PPC ads when searching for information or wanting to buy a product.

I simply google it and take it from there.

Rusty · May 1, 2007

We had this exact conversation the other day and I admitted that if I am searching for a specific item to buy I tend to use the PPC on the right, usually finding exactly what I need. Whereas the organic results on the left are often information or comparison sites.

DuaneJackson · May 1, 2007

I think this is because we know that if we click a PPC link, the advertiser is paying a few pence, so in return we epxect to be sold to - when we're searching in "non purchasing" mode we don't want to be sold to.

starting out · May 2, 2007

absolutley! I always relate PPC ads to comapnies that want to earn a quick buck but don't feel they neccessarily represent quality. However, i do feel that if a website is natuarlly listed on content that the link will be more informative and helpfull. Good point

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Google search behaviour

directmarketingadvice

Eighty20

PeteYoung

Astaroth

kathdawson

OGY

SpeedyExpressCouriers

Rusty

DuaneJackson

starting out

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