The value of search advertising

Google has published the results of a series of studies in which it is clear, using statistical analysis methods, how much value search advertising offers to companies. Value, from Google's point of view, is measured in terms of clicks and traffic, while the conversion of the user into a customer is a matter that obviously falls under the company's responsibility.

From this it was deduced that, on average, the percentage of incremental traffic deriving from Search Advertising is equal to 89%.

The objective of the research is to weigh search advertising net of organic results. The percentage of incremental clicks linked to advertisements is approximately 90%, differentiated by country and sector.

The evaluations of companies must therefore be based on this evidence: search advertising is able to double the traffic to their pages and is therefore able to double the relative market opportunities.