I was going through my Google Analytics data today and examined the statistics for Google search results on my top real estate search terms. The tracked variables were as follows, and show that at least in my site's case, the clicks I pay for are doing much better than the free clicks:
- Pages per Visit - Organic (free) clicks at 3.45 pages/visit, paid clicks at 10.16 pages/visit
- Avg Visit Duration - Organic clicks at 3:19, paid clicks at 12:00
- % New Visits - Organic at 65.59%, paid clicks at 71.43%
- Bounce Rate - Organic at 58.06%, paid clicks at 25.97%
So for paid click visitors, new visitors arrive at a somewhat higher rate, they stay almost 4 times as long, visit 3 times as many pages, and they bounce off the site at less than half the rate. I think I'll continue my 8+ year continuous Google Adwords campaign.