Most people who are considering a purchase these days start their research by searching online.
Overall, only 10% or less clicks happen on the search ads. A majority of clicks typically happen on just the first three organic links on the search engine results page (SERP) on Google and Bing. In many industries your chance of getting in those first three links is very low, or may take a long time.
However, search ad software firm WordStream reports that when the person is searching with keywords that clearly show that they’re interested in buying now, close to two-thirds of clicks are on the paid ads.
For example, if someone is searching on “email marketing” they may just be curious. But if they’re searching on “email marketing software pricing” they’re more likely to be in serious buying mode.
Look how different Google’s search results are for “laundry detergent” (research mode)
And “best laundry detergent” (buying mode)
That’s the power of focusing your marketing around customer intent.
