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People make transactional queries when they’re thinking of buying something, like a particular product or an item from a broad category. Transactional queries have the most revenue potential, so keywords tend to have a lot of bids for pay-per-click spots. That means that in addition to the organic search results for their transactional queries, people will see relevant paid results, too.
Paid ads are popular among businesses because they’re effective; according to research by online advertising group WordStream, almost 65% of clicks on transactional SERPs happen on paid ads
