Quote:
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Researchers at ComScore Networks recently found that people who click on sponsored links in search results are twice as likely to buy something as people who click on unpaid search results after running the same query."
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As with many sponsored messages you have to read the passages word by word and line by line, and what they don't say is often more important than what they do.
They are saying the IF someone clicks on a sponsored link they are twice as likely to buy, as opposed to those who click on an unpaid link, but what they are NOT saying is how often are the paid links clicked on as opposed to the unpaid links?
IE if only one in 50 clickers use the paid link, while the other 49 use the unpaid link, you will still get lots more sales from your unpaid links even if the conversion ratio of the paid links is 100% higher.