It’s the age-old question: if you’re ranked organically for a particular search term, is targeting that same term with PPC a waste of money? New research from Google suggests that it’s not. The original study that Google released back in 2011 was a bit shocking.  Within real advertiser accounts, Google observed that when PPC ads were paused for certain search terms, only 15% of those PPC clicks were recovered by the advertiser’s organic listing. 85% of those PPC clicks were lost. That’s a significant observation. However, Google didn’t account for organic rankings in this study, which left the door open for plenty of skepticism about the numbers.  Naturally, if an advertiser were bidding on a search term for which it isn’t ranked organically, it would be impossible to make up for the clicks lost through PPC with organic results. Recently, though, Google released an update.  Their team re-analyzed a subset of results, which included data for search queries where both … Continue reading →