The title of this post might seem a bit confusing, but according to Google’s latest research, combining paid advertising alongside a top ranking organic result will help to give your total number of clicks an incremental gain of up to 96%.
The study that was released by Google a few days ago and found that even when advertisers show up in the number one organic search result position, 50% of clicks they get on ads are not replaced by clicks on organic search results when the ads don’t appear.
The percentage of incremental clicks increases further to 82% when an ad is found alongside an organic ranking in positions 2-4 and to 96% when an ad is found alongside an organic ranking of 5 or higher.
The key message that Google is trying to get across is SEO and PPC efforts complement each other, and lead to a more successful search strategy.
This may surprise some webmasters who don’t see any point to run search ads for a term which they already rank organically.
According to our AdWords expert Sam, one of the reasons this occurs is trust. When a user scans the search results page and notices the same company listed first in both organic and paid results, they are perceived as industry leaders and are more likely to attract a click compared to their competitors.
It’s also important to remember that the top two or three results on the search results page are mostly PPC ads which some users may be more inclined to click on over organic listings.
If you’ve noticed a similar trend with your website, let us know in the comments below.