Is a Combination of PPC and Organic Results on the Same Page "Too Much?"

Oct 5, 2007 • 9:58 am | comments (4) by twitter | Filed Under Pay Per Click Engines
 

Let's say you're ranking really well for a specific keyword. You also have a PPC campaign and your paid listings are on top. Is it too much? Should you curb your spending and focus on your organic links, since in the end, it is free?

In many cases, the answer is no. They complement each other. Awhile ago, I covered a webcast where link expert Eric Ward says the same thing: an appropriate mix is critical. Bill Hartzer says the same thing on Search Engine Guide. This still holds true. Reinforcement is always helpful, and if your results appear on both the organic and paid side, your users might be inclined to click on those links and increase your revenue.

Some very valid thoughts are voiced by member J. Clark:

1. I want the conversion no matter how we get it (as long as it is profitable)
2. If my company isn't visible in those sponsored spots, our competitors will gladly take the real estate.

If it costs more to rank in both areas, do it. Just keep tweaking to find the solution that converts best for you with the least amount of spend if budgeting is your concern.

Forum discussion continues at Search Engine Watch Forums.

This post was composed on October 2nd and was scheduled for publication on October 5th.

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Comments:

MAtt

10/05/2007 04:29 pm

Actually it's been proven that there is a synergistic effect of showing up well organically and in pay per click....up to 20% more clicks than the sum of the two individually.

MAtt

10/05/2007 04:30 pm

Actually it's been proven that there is a synergistic effect of showing up well organically and in pay per click....up to 20% more clicks than the sum of the two individually.

No Name

10/06/2007 04:20 pm

I think , you should always try to cover as much of the serps as possible . If you have top ranking, you can start driving out the rest of your competition . This is the time when you will try to grab as much of your niche as possible . Build more sites in your niche, or other creative ways to control as much of the search results as possible .

David Eaves

10/07/2007 12:02 am

Although i don't get to involved in PPC, I can confirm that my most successful clients do both. I always recommend it.

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