The Effects of Combining Paid and Organic Search

In this article a case history is given in which a software company with SEO and PPC accounts, saw a drastic drop in their paid Google click-throughs on a huge term for them that had been performing predictably for at least 3 months previously. They had a new organic ranking at no.3 for the term and their paid listing ad had dropped from no.1 to no.2, but the traffic for that page had gone up dramatically with users choosing to click more frequently on the organic listing. Addition of the organic listing doubled the conversion rate indicating that PPC top listings along with organic top listings can have a greater effect than the sum of the two individually.

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http://www.searchengineguide.com/french/007084.html

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