Eye Tracking Update: Google Ads Best at Top

Share this content:
Though ads sponsored at the top of Google's results pages are the most viewed, visitors also look at side sponsored ads on their second visit, according to the newly completed Enquiro Eye Tracking Study.


Highlights of the Eye Tracking Study were released earlier this year. However, the new, 100-plus page analysis of the study by search marketing firm Enquiro, Kelowna, British Columbia; Eyetools Inc., San Francisco; and search marketing firm Did-it.com, New York, further explains eye movements of visitors to Google.


The study focused on Google, but results would be similar on Yahoo and MSN because their search results page layouts are similar, said Enquiro president/CEO Gordon Hotchkiss.


While Google visitors look at "above-the-fold" organic search results for 3 seconds and top sponsored ads for 1.55 seconds in the first visit, they view sponsored ads on the right side of the page for 1.02 seconds in their return visit to the same sponsored results page.


But the top of Google's listings is still the best place for advertisers: 43 percent of people look at top sponsored ads and 38.7 percent look at above-the-fold organic ads on their first visit to the results page. Only 1 percent looked at Google's side sponsored ads, and nearly 15 percent viewed its One Box ads, on their first visit.


Ads near the top of the results page -- both organic and paid -- do better because visitors start their eye-scanning patterns in the upper-left corner of the page, Hotchkiss said.


"This is where top sponsored results are located, if shown, and explains their performance advantage over the side sponsored ads," he said.


To order the complete report, visit: www.enquiro.com/eyetracking.asp.


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here