PPC広告の上位とオーガニックな検索上位での比較について、
分かりきっているけど、見て見ないふりをしていた方は耳（目？）の
痛い記事が掲載されていました。
http://web-tan.forum.impressrd.jp/e/2008/11/06/4308
オーガニックな検索上位のほうが当然見てもらえる確率は上がりますが、
PPC広告は1位表示されていても僅かに50％程度の人しか
目に留めていないことがよく分かります。
PPC広告よりもオーガニックな検索上位のほうが「きわめて有効である」
にもかかわらずPPC広告に割く予算のほうが多いと言うことは、
SEO業界にとっては「収益の源になりうる」話です。
オーガニックな検索上位がよく見られているのは、
逆に検索リテラシーの高い人だけではないかとも思います。
Yahoo!を主に使う人や、そもそも「広告」という意識の無い人からすれば、
オーガニックな検索上位もPPCでの上位表示も、
余り関係の無いことかもしれません。
ここで重要なのは、PPC広告を「誰に対して出すのか」を
明確化しなければならないということでしょう。
いかにPPC広告に目がいく人が少なくとも、
オーガニックでの検索上位よりもクリック率は少ないけれども、
制約率が高い、ということもありえる話です。
予算の振り分けはなかなか難しいですが、
ここぞという時にどのようにPPC広告を活用するかは、
常に考えておかないといけません。
予算次第で悪徳な手法を使わなくとも上位表示できるPPC広告の利用価値を
間違えて捉えてはいけません。
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