55% of searchers don’t know which links in the SERPs are PPC ads , according to a new survey. I covered this topic back in April, using data from an Ofcom report which found that up to 50% of users shown a SERP screenshot could not identify paid ads . The article also mentioned data from Varn, which found that, of the 1,010 UK internet users who were asked the question below, 50.6% couldn’t identify which links were ads: The survey above is from February this year, but there have been a few changes to the SERPs since then, so Varn repeated the survey… The new one found that almost 55% now don’t know which links are paid ads and which are organic. The results are also split by age, with the general trend being that the younger you are, the more likely it is that you’ll spot the ads.