Re: Why Stop Paying Once You Have Organic Top Positions?
Excellent points.
I have a client who was for many years #1 for Key West Fishing (now he hovers in the top 5) on Google. We have always run Adwords. A few years ago his boat burned so we pulled the ads for the charters while he searched for a new one. During the off time, his inquiries fell by more than a half. Since then I have always recommended clients keep their PPC campaigns no matter how well they perform in the organic returns.
Not too very long ago a real estate client that also ranks top 5 for their most relevant term, decided to pull their PPC to reduce costs ... traffic and conversions fell considerably, though not by half.
It's about repetition. It's about reducing the competition on the first screen. It's about appearing to be successful. If a company appears in both the free results and the ads, that suggests success and buyers can smell that sweet aroma!
Great thread, Peter!
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