Update: A study was released this week that everyone, who is considering using PPC (Adwords), should read as it lays out a case why PPC ads are important even if the click don’t lead to automatic sales.
About 80 percent of screen real estate above the fold is dedicated to ads, including shopping results from numerous competitors. Let’s face it – this is not an easy space to play in for any ecommerce advertiser. Multiple sellers often sell the same thing, frequently at different prices. PPC is almost a must in order to appear above the fold.