If you have high organic rankings, should you run ppc ads for the same keywords?
Google (should you choose to believe them) have the answer:
http://adwords.blogspot.co.uk/2013/07/new-research-shows-that-88-of-ad-clicks.html
They did a study and “learned that 88% of site visitors driven by mobile search ads would not otherwise click on the business’s organic listing when ads are paused”
This is consistent with their 2011 study that showed 89% of paid clicks were incremental – i.e. only 11% of people clicking on the ads would have otherwise clicked on the organic listing.
So the answer appears to be that you should run PPC ads – as long as they’re profitable – whether or not you have organic rankings.
(And that “run PPC until you get rankings, then pause it ” is bad advice.)
Steve
