One theory that some search marketers hold is that purchasing Google AdWords does not make financial sense because the ads will cannibalize organic listings. The theory supposes that the two forces, AdWords and SEO, are killing each other, and it is a bad strategy to spend money on both at the same time.
As an experiment, Google "paused" search ads to measure the effect that such a cessation had on organic search result clicks. What the study found was that users did not suddenly start clicking the natural results in the absence of AdWords results.
Those findings prove wrong the notion that any significant increase in clicks on organic listings would result if marketers were to decrease spending on PPC ads, with Google deducing that 50% of the time ad clicks are incremental when there’s a corresponding natural listing in the top rank.
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