"During these tests we noted that the vast majority of the customers (81/100) clicked on Google Adwords rather than the natural search results.
When we asked participants what they thought the Adwords were (and why they were appearing at the top of their search results) typical responses included:
“…the first 3 that meet my search criteria, presumably the best.”
“…best match for what you have put in the search. They have got the words that you have put in or are the most popular.”
“…the most searched I guess.”
SOURCE: Behavioural Research Consultancy Bunnyfoot
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