If one is ranking in the number one spot organically, should one also conduct PPC campaigns for that same keyword?
If the ROI is positive, then YES!
I was extremely surprised by some of the answers to this question over at HighRankings forum. Forum member, thebean, asks Worth Bidding If #1 "naturally"?
lizzielu said accurately:
There was a study at the NYC Conference that showed web sites with a natural listing and a paid listing on the same page had 3 times higher click through rates. Also, people look on the left side of Google first before looking on the right side, so they're likely to click on your natural link first. If they miss it, your paid ad will be there as a back up. Also, it's good for branding. I would advise you buy the ad on that page.
I am surprised by some of the answers because I know that those people know better.
Anyway, this thread makes for some good reading.