PT  - JOURNAL ARTICLE
AU  - David X. Chan
AU  - Yuan Yuan
AU  - Jim Koehler
AU  - Deepak Kumar
TI  - Incremental Clicks
AID  - 10.2501/JAR-51-4-643-647
DP  - 2011 Dec 01
TA  - Journal of Advertising Research
PG  - 643--647
VI  - 51
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/51/4/643.short
4100  - http://www.journalofadvertisingresearch.com/content/51/4/643.full
SO  - J Advert Res2011 Dec 01; 51
AB  - 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.