You mean 90%-85% of 'organic' clicks?
That said, SE's are constantly trying to improve that percentage. It may be a bit higher now and then. Anything that makes the percentage of adverts clicked go up also makes the traffic go down, my research on my own search engines shows. Of course my search engines aren't Google, but I can't imagine them escaping this either. For instance remember when ask.com mixed paid results with natural results? It almost put them out of business, but I bet it made the percentage of paid clicks climb significantly.
"On "Google Search" as Opposed to the "Search Network" 3.5% to 4% is in my experience not particularly good (unless your ads suck).
Here are some real world examples:
Ad1 - approx 44,000 impressions - avg. pos. = 2 - CTR = 14.18%
Ad2 - approx 1 million impressions - avg. pos. = 3.8 - CTR = 6.79%
Ad3 - approx 120,000 impressions - avg. pos. = 6.9 - CTR = 4.52%
To clarify - if you have 'Search Partners' turned on in AdWords and are not viewing your report segmented by 'Network' then your CTR is likely to be a good bit lower due to your ads appearing on sites like eBay and Amazon and who knows where else... "
This doesn't prove that in some situations the first organic result doesn't get 90% of clicks but it does prove that there are significant amounts of clicks on adverts, and don't forget that Google are constantly adding new ways to get improved CTRs (and increase their profits) from AdWords ads - like longer title, sitelinks, product extensions, Google Checkout badges, etc. etc...
Last edited by jordanmcclements; 04-22-2011 at 03:40 PM.
Bing success rate highest for January 2011
Bing and Yahoo! Search achieved the highest success rates in January 2011. This means that for both search engines, more than 81 percent of searches executed resulted in a visit to a Website. Google achieved a success rate of 65 percent. The share of unsuccessful searches highlights the opportunity for both the search engines and marketers to evaluate the search engine result pages to ensure that searchers are finding relevant information.
Here is a very interesting article :-
Which suggests that CTR for organic results *can* be as low as 37.3% (in total for *all* organic results) - so for expensive keywords, you could find that paid ads get 62.7% of the clicks!
Further - you may find the the CTR for the first organic result is as low as 17.1%!
Particularly interesting is that, per chart in that article, PPC CTRs fall off at a significantly slower rate than do those for organic listings.
Yeah - it is really interesting - exactly the sort of thing I have been looking for for ages. Though you can't be 100% sure the data is very robust - and results will vary a lot - it is still very interesting (and something I will be pointing out to numerous people when they says that at least 70% of people *never* click on PPC Ads).