The incense item is exceptionally useful if you want to bring in the most wild Pokemon right to your spot. Unlike the lure which can be shared, incense means you’ll produce a purple cloud for half an hour that will draw Pokemon just to you. This is really helpful if you are perhaps in an area with Pokemon you don’t normally catch. Go to the seaside, pop an incense and you’ll immediately attract plenty of water Pokemon.
You can even see the Pokemon that have arrived specifically because of the lure. They’ll have a purple circle around them. If you are using incense or a lure, it’s good to buddy them up with a Lucky Egg that’ll give you double XP for 30 minutes. If you’ve got all those Pokemon being drawn to you, you may as well make the most of the XP. Anything else that earns XP will automatically be doubled. Handy!