Focusing on the travel sector, the research analyzed the bid, position, click-through rate, cost-per-click and conversion rate.
"Alongside the University of Sussex Mathematics specialists, we set out to really understand the relationship between all the variables of PPC, so we could help advertisers to more intelligently optimize their rankings," explained Seth Richardson, CEO of digital marketing specialist agency DC Storm.
The findings confirm that search ranking position has an effect on click-through rates and results have enabled the team to develop a mathematical model that gives advertisers the ability to predict results from any changes they intend make in their optimization activity.
"The study allowed the team to develop a very valuable equation which advertisers will be able to apply to their PPC activity, giving them the ability to make informed decisions on whether it's worth investing more to increase their rankings, or on the flip side, to what extent a decrease in expenditure will impact volumes," said Richardson.
Tags: PPC , SEO , click-through rates , search engine optimization , search ranking
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