This is not news, this is something very basic related to direct navigation traffic vs. paid traffic. If 50% of traffic is through direct navigation (ppl typing www.yourcompany.com on their browser to land on your site), and Google ads can bring you the other 50%, then that's great, otherwise not. Saying that people would've come anyway sounds amateurish and easy to measure. Stop buying ads and compare your traffic to your prior traffic. Direct nav. traffic for big brands such as Amazon and Ebay is around 50% of their total traffic, so obviously they benefit less from Google ads then companies whose direct nav. traffic is 5%...
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This is not news, this is something very basic related to direct navigation traffic vs. paid traffic. If 50% of traffic is through direct navigation (ppl typing www.yourcompany.com on their browser to land on your site), and Google ads can bring you the other 50%, then that's great, otherwise not. Saying that people would've come anyway sounds amateurish and easy to measure. Stop buying ads and compare your traffic to your prior traffic. Direct nav. traffic for big brands such as Amazon and Ebay is around 50% of their total traffic, so obviously they benefit less from Google ads then companies whose direct nav. traffic is 5%...