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Key figures for paid referencing

what are the key figures for paid referencing?

With this article, we would like to communicate openly about the key figures of the SEA, paid listing. Indeed, we have noticed that they are sometimes less known than those of SEO, natural referencing. These key figures are based on a study conducted by Ifop from 22 to 24 May 2017 for Ad's up Consulting. The study interviews a representative sample of the French population structured according to the quota method: gender, age, profession of the interviewee and the head of household, region and category of agglomeration, composed of 1013 individuals aged 18 and over. 

The Google search engine, which is by far the most popular search engine on the Internet.

Within the sample concerned by the study, 942 individuals use Google as a search engine, i.e. a representative share of 93 %. 

Behind it, the Orange portal is used by 10 % of the respondents, Bing by 9 %, Yahoo 8 % and Qwant 4 %. 

The rate of clicks on Google Ads ads 

The study conducted by Ifop reveals that the common belief that Adwords ads would no longer be clicked by Internet users is false. 45 % of Internet users click on Google Ads. When Google Shopping ads are displayed on the query, 35 % of respondents click on Google Ads, 10 % on Shopping ads, and 55 % on natural results (SEO). 

Only 20 % of people who use Google never click on Google Ads. 

You're wondering why you should do ASP for your business? Read more here.

How are Google AdWords ads perceived? 

It is interesting to understand how ads from ATS are perceived by Internet users at the time of their requests. 

26 % of Google users are not aware of clicking on an ad when they click on a Google Ads ad. 

70 % out of 74 % of users who are aware of it believe that Google Ads results correspond to their needswhich is a key figure for brands and companies that use this service. 

ATS key figures
Key figures for paid referencing

How to analyse the key figures of paid referencing? 

Several important points can be concluded from this study conducted by Ifop. 

First of all, there is a slight decline in the rate of clicks on Google Ads ads made by Internet users since 2013 (the same study was conducted by Ifop): 52 % in 2013 vs 45 % in 2017. 

This decrease can be analyzed in terms of a better understanding Google Ads ads by Internet users, which imply a conscious choice to click or not to click on sponsored links on the part of certain Internet users. 

This study is taking place in 2017, only a few months after the change in the display in the SERPs (appearance of a 4e Google Ads results and changing the color of the "Ad" label) with the removal of side ads during the year 2016. 

From this study, it can be concluded that natural results are still favoured (with 55 % of clicks), but in the case of the competing demandsThe AES remains a good solution to display its website and brand name on the request. 

Find out how making money with Google Ads.

What are the implications for ASP? 

This study and these key figures allow us to better understand the behaviour of users when they make queries on the search engine. The optimization of Google Ads ads therefore remains essential so that his ad is clickedThis is favoured over that of competitors. 

In addition, Google checks the relevance of a website's ads by taking into account Sound Quality Score. Google therefore ensures consistency between the text of the ad and the quality of the landing page that appears behind the click. 

To ensure that they display their sponsored links, advertisers must therefore optimise their campaigns to obtain a higher Quality Score and thus achieve their objectives. 


Paid referencing is a powerful lever to gain notoriety. Depending on the fields of activity and the competition, keywords will have more or less a high CPC. We can therefore conclude that the paid referencing service offered by Google is relevant as long as the message of the ads is optimized. To stand out from the crowd, you will have to work and, if necessary, readapt the message of your ads to encourage clicks, maximize your ROI and thus achieve your objectives. 

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Source: IFOP/ Ad's up survey: use of search engines in France and perception of Google AdWords ads

à propos de l'auteur.e : Ludivine Mazzotti

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