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[[Why Pay For Clicks When You Rank High Organically]] Many advertisers aren’t convinced that they should be running paid ads. They often ask, what’s the point of paying for clicks when I have organic links on the first page for free? This is a fair question. That’s why we’ve listed the many reasons to use pay per click advertising when you rank high organically. Also, remember that 80% of website traffic is directed to your site through search engines. That means the brand strategy you have on the SERP is critical to your site’s success. So before ruling out paid ads, let’s find out what you’ll be missing out on. Immediate Targeting Capability Besides the fact that paid ads always appear above organic when at the top of the page, they also don’t take months to get there. Paid ads can appear immediately. 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Organic falters when it comes to replacing this traffic. The common ruling is that 50% of the ad clicks you could have recieved are not replaced by the organic link. Or more dramatically, the Search Ads Pause study that Google conducted found that for organic rankings above 5, 96% of ad clicks are actually incremental. A/B Testing With Paid Ads The key to a link’s success is A/B Testing. Paid ads enable you to do this. You won’t know what copy works until you try it. The cost of losing out on these valuable insights is enormous. That’s the difference between a user clicking on your ad over a competitor’s. Paid Ads Generate Higher Conversion Rates Various studies show that paid traffic drives higher conversion rates than organic links. In fact, they say it’s 35% higher (particularly for e-commerce). That’s a huge difference. PPC Deters Competition The bottom line is you need to be at the top of the SERP because if you’re not, your competition will be. 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It builds your credibility and trust with the user. Reach Different Stages Of The User Sales Funnel So the user sees your brand everywhere on the page now. But what also happens with the presence of both link types is that you can now better reach a user at various points in their sales funnel simultaneously. In other words, you’re enticing a larger audience. An organic link speaks to the user at his/her initial stages while a paid ad reaches the user at the more transactional stage.
