Asking yourself the question, "Am I wasting marketing dollars in paid search if I'm already ranking for organic search?" The truth is - both paid and organic search presence are crucial to maximizing conversion volume (and revenue)

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• Visibility on page
• Marketers have two opportunities to capture visibility on the page (Natural & Paid)
• When page visibility is increased, clicks and conversions also increase (see next slide for case study)
• Prevent our searchers from clicking on a competitor’s ad
• Our target searchers may be driven to other sites (i.e. competitors) if they don’t see our ads
• Filling a paid spot, takes one away from competitors and/or pushes them down the page
• Some consumer are predetermined to click on paid or natural
• Some searchers are predetermined to click on paid or natural based on the greatest likelihood that one has
delivered on their search intent in past searches
• Be visible in both throughout all search stages until satisfaction is met – both generate clicks that are highly
likely to convert to sale (see ‘Paid & Organic Clicks Drive Sales’ slide)
• *Conversions accredited to natural search often start with a paid click
• Among searchers who switch between natural and paid, far more start with clicking on a paid ad and
eventually convert to a natural listing (12.6%). Meaning, 12.6% of conversions credited to natural search
results were preceded by clicks on a paid listing
Why use paid search if I rank high in natural
search?
#1: Volume #2: Click Likelihood #3: Kill the Competition
Sources: MediaPost – SearchInsider, *360i/Searchignite - Based on study of
searches and clicks that converted

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10
20
60
0
10
20
30
40
50
60
70
Top listing in paid Top listing in organic Top in both
A combination of paid and organic listings can dramatically
increase the number of clicks (10-20 to 60 clicks)….
Increasing Conversion Volume with Paid Search
Paid & organic listings
= 100% volume
increase (30 vs 60)
Source: Marketing Sherpa 2004; Atlas Institute, July 2006

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Paid & Organic Clicks Drive Sales
Source: Lead-gen product within the health/wellness vertical. Based on leads with a
high credit score (proxy for means to pay for product/service)
14.30%
14.50%
5% 6% 7% 8% 9% 10% 11% 12% 13% 14% 15%
Paid Search (SEM)
Organic (SEO)
Lead:Sale Conversion
Both search vehicles drive sales at a similar clip. Losing clicks
in either vehicle is a missed sales opportunity

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Searchers are Looking for the Top Listings
Organic Clicks
Organic Clicks
Paid Clicks
0
20
40
60
80
100
120
Before After
Organic Clicks Paid Clicks
Some searchers won’t click on organic ads
Average Lost Clicks = 85%
Displaced Clicks
Missed Opportunity
In 2011, Google released a study that showed the amount of search ad traffic that’s
incremental to an advertisers organic search results. The results below depict what
happens when paid search is shut off completely
Source: www.thinkwithgoogle.com/insights

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Searchers are Looking for the Top Listings
Heat map analysis illustrates that most eyeballs focus on the top
listings in the Google search results page
Below fold
www.seoconsultingkenya.com/heat-map-analysis