Compared to other traffic sources, Visitors who come to your website from Paid Search tend to be more interested in your products/services and have a low Bounce Rate, the so-called "high-intent" audiences.
2. Paid Search gives you an ability to target Users who search for certain queries, allowing you to be precise with how you spend your budget. For example, on Paid Search you can target keyword "buy glasses" vs targeting users who are "interested in glasses" (e.g. Social Media targeting). "Interested" doesn't mean ready to buy, while searching for "buy glasses" means that users are considering the purchase or are actively looking to buy.
3. Because of the precission that Paid Search offers, it tends to generate more Leads and Sales compared to other traffic sources.
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