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Numerous studies show that people do not trust PPC links as much as Organic links. Many times you saw links on Google’s search pages which are placed into the colored bar – those are Pay Per Click links. People might check them out now and then, but they’d probably choose the white background link beneath, which looks like it has earned its position. Thus, much of the PPC traffic turns into a wasted investment, when people come and go, while you have to pay for all their visits.