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January 26, 2005
Users Unaware of Paid vs. Free Web Listings
An interesting survey conducted by Excite indicated that only 1 in 6 users can tell the difference between an 'unbaised' free listing and a paid listing.
http://apnews.excite.com/article/20050124/D87QEK3O0.html
As much as the terminology doesn't bother me, although the thought that a paid listing could be considered biased instead of more relevant is pretty odd, it is interesting to see that users aren't aware of what they are click on.
This shocks me even further when research conducted on AdWords suggested that a third of visitors clicked on paid and 2/3 clicked on the organic. This would suggest 1 in 3 know the difference.
I personally see there being a number of reasons for this:
1) Google's listings are easier to distinguish between paid and organic
2) As a contrast, Paid Inclusion listings in Yahoo! are identical and paid listings are in a similar format
3) Maybe paid listings are considered more relevant on Google than on the other engines and as such more people click on then than in the other engines?
There could be a large number of reasons for this but it goes to show that as long as the user get's to their desired quarry then what difference does it make to them?
A question to all is, do the search engines want people to know or not and would people click differently if they did know?
J.
Posted by james at January 26, 2005 01:48 PM
Part of the answer lies in who and why is using Google. A personal observation is Google is widely used among business professionals and web savvy individuals. (less clutter, allows searcher to focus)
Paid listings are seen as trusted sources. These are advertisers who are paying money and appear to be more legit than some of the results that are returned within the natural listings.( a poorly performing business is less likely to be perceived advertising) As the paid ads are becoming increasingly targeted, the content speaks more and more causing more clicks to occur when it comes to information seeking and BtoB purchasing decisions.
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