Aaron Wall’s latest blog post is titled “Is Paid Search Incremental Or Cannibalistic?”.

Wall says, “Earlier this month Google referenced a “study” they did which showed that 89% of AdWords ad clicks were incremental (meaning that they were clicks that the website would not have received if they relied on organic search results alone).

As part of that “study” they stated that “indirect navigation to the advertiser site is not considered.” Why did they chose to exclude that segment of traffic? Because they advertiser would have got almost all of it anyway”.

Is Paid Search Incremental Or Cannibalistic?

SEO Book Blog

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