PPC Advertising: Are they more powerful than Brand building?

I am watching Internet advertising growing day by day and most probably you too. Most of the internet advertising tools like PPC, banner ads, e-mail marketing, affiliate marketing etc. are doing a great job. And now industry watchers are discussing and comparing PPC traffic with natural search traffic.

The result of the study of PPC traffic vs. natural search traffic is quite encouraging for the Internet marketing professionals. If you have not read any such study here is the brief of a report in the New York Times.

A recent study by Engine Ready, an Internet marketing company, analyzed 18.7 million visits over two years to Websites run by 27 of the company’s almost 500 clients. The study reveals that paid listings are doing better job than organic or unpaid, search results. Visitors who clicked on paid links were 17 percent more likely to buy something, and they spent about 18 percent more on each order.

Furthermore, The New York Times article reports that type-in traffic was the highest converting and most valuable traffic. Also, type-in traffic and bookmarked traffic performed best with a 3.3 percent conversion rate. On average, their visits are worth $5.69 apiece. So, PPC ads are not only generating traffic but revenue also.