MORAL P, GONZALEZ P and PLAZA B. (2014)

Methodologies for monitoring website performance: assessing the effectiveness of AdWords campaigns on a tourist SME website.

ONLINE INFORMATION REVIEW, 38(4).

ABSTRACT: Do paid keywords campaigns increase the volume and quality of search traffic? Do paid keywords affect the volume and quality of the unpaid traffic? FINDINGS: 1) online campaigns affect traffic volume positively but their effectiveness on traffic quality is uncertain, 2) paid keywords do not affect the volume and quality of unpaid traffic, 3) the increase in traffic volume is not always due to the paid keywords and the lowest quality visits come from paid traffic.