Heather Hopkins - Hitwise UK: Paid and Organic Search - Impact of Ad Copy on Click Through Rates (Post 2 of 3)

Heather Hopkins - Hitwise UK: Paid and Organic Search - Impact of Ad Copy on Click Through Rates (Post 2 of 3): "Paid and Organic Search - Impact of Ad Copy on Click Through Rates (Post 2 of 3)
In my first post in this series I walked through some of our data on paid and organic search terms for MoneySupermarket. In this second post in the series, I will look at a couple of examples of the ratio of paid and organic visits to better understand the impact of different ad copy on click through rates (CTR).
Consider the following screen grab from Hitwise showing the top search terms sending UK visits to Expedia.co.uk in the four weeks to 30th September 2006. Volume refers to the volume of visits that term represents to the website and paid rate and organic rate refer to the rate at which consumers reached the site from a paid or organic listing. "