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| Author: | Chan, D. X. (et al.) |
| Title: | Incremental clicks - The impact of search advertising |
| Journal: | Journal of Advertising Research
2011 : DEC, VOL. 51:4 p. 643-647 |
| Index terms: | advertising effectiveness internet |
| Freeterms: | search engines |
| Language: | eng |
| Abstract: | This paper explores how the number of organic clicks changes when search advertisements are present and when the ads are turned off. The study is based on meta-analysis. The findings reveal that more than 89 percent of the advertisements clicks were incremental. Incremental clicks express a percentage of paid clicks that are not made up for by organic clicks when advertisements are turned off. This means that many visits to the advertiser's websites would not occur without advertising campaign. |
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