Keyword or PPC advertising almost always drives incremental traffic to a website and some of those visitors are likely to convert.
Much was made of Google’s 2011 Search Ads Pause
study, which showed that 89 percent of site visits were incremental to organic results.
It’s important to keep in mind, though, that Google’s study focused on site visits, not sales. Most assume that more visits mean more sales and that fewer visits mean fewer sales.
However, not all visits are created equal.
Read more on Search Engine Watch
NB:PPC click money image via Shutterstock.