I have been pouring over some various figures whilst putting together CTR / cost / earning calculations for ad runs I'm about to start, however I've been missing some, of what I think are, key base figures for what to expect from AdWord position placement.
For example, this whitepaper from Slingshot SEO is fantastic, however it seems to really only give results on the normal SERP 1-10 figures in the primary SERP content area.
So, for example, in this study we see that about 52.34% of traffic goes to the first 10 results. But, of the "global monthly searches" from AdWords, where do the other 47.66% of clicks go?
Along these lines, the 3 questions in my mind are:
- What percentage of google visitors abandon search results?
- What percentage of clicks go towards > 10 search results?
- What percentage of clicks go to AdWords?
- Of these, is there more breakdown of which AdWord slots are most valuable (based on percentage)? (This helps determine how high one should go in the CPC bid level.)