Incremental Clicks: The Impact of Search Advertising

In this research, the authors examined how the number of organic clicks changed when search ads were present and when search ad campaigns were turned off.

Incremental Clicks: The Impact of Search Advertising

David X. Chan, Yuan Yuan, Jim Koehler and Deepak Kumar

Google Inc.

INTRODUCTION

In recent years, as advertisers have sought to expand their media reach online, search advertising has become increasingly popular. U.S. online advertising spend, in fact, reached $26 billion in 2010, with search advertising accounting for 46 percent of that market. Total U.S. online spend is projected to reach $42 billion by 2013 (Grabstats, 2011).

Search advertising has several advantages over traditional media advertising. Among them:

  • access to direct metrics of impact, such as the number...

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