Or do visitors have strong purchase-intent when clicking on paid advertisements? So, if a visitor is exposed to your company via PPC, but then makes a purchase during a later visit via organic search, the organic visit gets the credit thus blinding you to your PPCs conversion rate.
So the number of purchase-related queries may decline while the number of information or entertainment-related queries increases. Every question related to Search should be analyzed from the searcher perspective to see what we can discern about the searcher’s intent and context.
They may have made a purchase, which makes them a customer, but it is possible they did not. The objective is to get them to buy or repeat a purchase. Generic keywords fail with other methods because the audience is too large for hits to be meaningful and purchaseintent isn’t assured.
» December 08, 2008 Behavioral Data: Category vs Affinity vs Intent Data Your audience tells you a lot about themselves in their actions and what they pay attention to online. Clearly there's value to targeting based on intent data, but the challenge is the limited reach and scale.