June 1, 2011
Been a long time since I asked you a question – how about this one?
Google (not surprisingly) claims that having a top-3 pay-per-click (PPC) position in combination with high rankings (also top-3) in the organic results yields better results than the two positions viewed separately. We have top organic rankings for the most important keywords, so should we really go for the expensive PPC positions above the organic results? Is it true that 1+1=3 or is Google merely hoping to improve their earning?
Best wishes from Denmark,
I'd be interested in seeing where Google has made that claim! That said, I actually had a very similar conversation with our paid search partner, Pauline Jakober from Group Twenty Seven, regarding a company's site that I was recently reviewing. They had both top organic rankings for some keyword phrases as well as top AdWords spots for those phrases. My first inclination was to think that it was a waste, which is why I consulted with Pauline.
She told me that every site is different and you really have to test these things to know for sure. Still, when she has removed the top ads in the past from sites in this situation, the clicks on the organic links alone did not make up all the visitor traffic that the combination of both paid and organic links had. Making the 1+1=3 formula seem to have some truth to it!
But again, as the car advertisements say, your mileage may vary, and there's no way to know without trying it for yourself.