I have never done PPC, but am going to start with my $100 credit. Have any of you PPC experts noticed a difference between the keywords that get clicks and convert from Adwords in search results versus keywords that get clicks in organic search? It occurred to me that they might be different types of searchers. Obviously content networks are a totally different animal.
I've had a couple of clients in the past where they showed on first page organics, often in first position, and that I bothered to check stats from PPC and organics (Analytics data). Contrary to what many say/believe/think, at least for these clients, if they showed for both organics and Adwords on the same page, the ads got a higher click rate. Not a tremendously higher one but a higher one just the same. I like to think it's because my ad was compelling. Indeed, you can control the ad and gather data much easier than your organic listing. It might have been different if the organic listings titles and descriptions had been changed. But that wasn't part of my mandate, the clients had SEO people for that and I was kept out of it, although I did make recommendations. I also wish I still had access to that data. As I recall, the conversion rate for ads was higher. Again, I give myself credit for this. I truly believe your ad's wording can make a difference in your conversion rate. You say they may be different types of searchers. Don't know why you are saying that. They are the same searchers. Some will click only on organics, others on ads, others on both and a large percentage on no listings at all. It all depends on what gets their attention and their frame of mind.
In general adwords clickers are not net savy. That's google's bread & butter. I would wager that the ad copy is the reason for a higher ctr. Organic listings usually don't set their meta descriptions as ads, (which they should).
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