Search Engine Marketing Inc.

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July 25, 2005

Searchers Unaware of Paid Ads

A recent Harris Interactive survey found that more than half of Internet users did not know the difference between paid search listings and natural search engine results. The research found that that 56 percent of Internet users said they did not know the difference between "sponsored (paid) and natural (non-sponsored) search engine result listings."

Some other interesting facts from this research were related to age... 53 percent of 18 to 34 year olds and 62 percent of those 55 and over did not know the difference between the ad types.

We would think the crafty old-time searchers would know the difference... that appears not to be the case... 53 percent of users online for 5+ years did not know the difference between the ad types.

I guess the placement of the ads or the disclaimers must be better at Google since 54% of Google users said they understood the difference between paid an organic results. Only 42% of Yahoo and 36% of MSN users understood the difference.

I think this helps support GSI's position on "Surround Sound" -- that having multiple, complimentary messages in both organic and paid helps position you as a dominate player and may lead the consumer to have more confidence and increased willingness to click through.

Posted by whunt at July 25, 2005 03:52 AM

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