When it comes to online marketing on search engines, there is a theory that you should (can) use Pay-Per-Click (PPC) advertising to gain presence on page one of Google (or Bing, etc.) to drive traffic to your website until your website pages rank in the top search results organically. Then you can reduce your PPC spend with Google and hope that your top ranking organic listing pays off.
However, in a 2011 study by Google, the data supports that having both a paid listing AND your organic listing in top spots has positive incremental value. How much value you ask? Assuming you can get your website to page one of Google, the study indicates that 50% – 96% of your ad clicks are actually incremental!
Here’s another way to think about it. If you can present your brand multiple times in both paid search advertising and organically in Google’s “golden triangle” (top of page one), you are essentially reducing the number of impressions your competition gets.
The impact of organic ranking and Ad Click incrementally is shown in this Google infographic.