The Logic Behind the Process
It’s been said that the behaviour of people accessing a site via Paid Search do so with a different temperament to those that arrive organically, especially if the Paid results are at the top of the page. It’s assumed that searchers don’t have the patience to scroll down to find the Organic link, thus the on-page behaviour would be significantly different, resulting in data that couldn’t be compared.
Over time though, Google has modified ads to make them appear more organic and bypass this ‘ad aversion’. This has seen success by the industry noticing an increase in overall click-through rates.
In addition, as more people are using mobile, impatience has risen and searchers now typically want to find what they’re looking for quickly, irrespective of what link they’re provided with. The rise of Google Shopping this year is evidence of this, as its main ‘user visible’ change has been just to increase its prominence at the top of the SERP.
Finally, factors that impact conversion rates on Organic traffic have almost always been the same factors that influence Paid conversion rates. Things like site speed, navigation, content, and checkout funnels all impact both channels in the same way. The main difference between Paid and Organic Search is that Paid can be highly targeted and very quickly take a searcher to what is felt to be the most relevant page, a process that simply takes time to do organically if you know what the right term is.
While Paid ads can influence conversion rates slightly due to highly flexible ad copy content (such as the quick activation of sale messaging), the weighting of the factors which influence conversion have always rested more with the site than the ad. What this ultimately means is that you can take the on-site performance metrics from Paid (including device and traffic type), match that up with the Organic data and then formulate areas of opportunity and optimisation.
This is exactly what the Halo Tool does.
If you’d like to know a bit more about the tool or if it can help you in some way, just drop us a line.