TY - JOUR T1 - Incremental Clicks JF - Journal of Advertising Research JO - J Advert Res SP - 643 LP - 647 DO - 10.2501/JAR-51-4-643-647 VL - 51 IS - 4 AU - David X. Chan AU - Yuan Yuan AU - Jim Koehler AU - Deepak Kumar Y1 - 2011/12/01 UR - http://www.journalofadvertisingresearch.com/content/51/4/643.abstract N2 - 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. The authors developed a statistical model to estimate the fraction of total clicks that could be attributed to search advertising. A meta-analysis of several hundred of these studies revealed that more than 89 percent of the ads clicks were incremental, in the sense that those visits to the advertiser's site would not have occurred without the ad campaigns. ER -