36% (still) don’t realise Google Adwords are ads

Despite prominent yellow indicators, recent research has found that 36% of people tested still do not realise that Google Adwords are ads, with a quarter unaware Google hosted advertising whatsoever.

Previous research from Bunnyfoot found that 81% of users clicked on PPC ads rather than organic results – perhaps lured like a moth to a lamp by the yellow advertising sticker.

Further investigation found that 41 of the 100 those surveyed were unaware that Adwords were paid-for-ads, and actually believed them to be the most authoritative link from their search.

Off  its own back, Google changed the way it presented ad listings, perhaps to comply with oncoming EU legislation enforcing anti-trust measures.

Pay-per-click is a very effective way of advertising your brand and reaching your target audience. It looks like about a third of people unknowingly click on ads and assume that ‘this is the best match’.

According to Bunnyfoot CEO and co-founder Jon Dodd:

As our hundreds of user tests over the last decade have shown, it is very difficult to predict what customers’ knowledge or understanding is. When you do the tests, you are often humbled and surprised with how far off your assumptions are.

So marketers, this cunning information really reinforces the importance of Google and its ability to drive clicks-rates – on one hand you’re seen as an authority on the subject and on the other, you’re probably going to get a click anyway.