Up until 2010 the average stats showed that approximately 80% of google
search users clicked on organic search, and 20% clicks on sponsored links or paid
In 2015 these stats have changed significantly due to 2 main factors:
- the rapid rise of mobile search where the % click through on paid ads is much higher, can be 40% +
- the continued improvement and modification of Google paid advertisements including features such as site links, call out extensions, google shopping for e-commerce, and the recent inclusion of google star ratings in your advertisements.
As a rule, when customers are ready to buy or have a commercial intent in their search behaviour, the % of clicks on paid advertisements will be higher as the advertiser has a more dynamic ability to modify message to the customer.