As a PPC Analyst, I often get asked about the true value of advertising via paid search ads, especially when a client may already have a strong presence in the natural organic listings, particularly for brand-related traffic.
The common misconception by many PPC clients is that a large proportion of search traffic generated through sponsored links may be effectively cannibalising the traffic that may have otherwise been generated organically, and by simply stopping the PPC campaign, the loss in traffic would be absorbed by the organic traffic. (more…)
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