Fredrick Marckini revisits a recent comScore study that found for every search that results in a sale, 12 other "non-converting" search will also happen. He argue that
because of this, it’s important to stick with both non-converting searches as well as those that convert, as part of a campaign. More in the ClickZ article:
Nonconverting Keywords and the Search Continuum, Part 1
Non-Converting Searches May Count, Too
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