Ian Lurie // Dec 2 2006
Every few months a client comes to me and says “Now that I’m top 3 for Super Widgets in the unpaid rankings on Google, can we cancel my paid search listings?”
Usually, no. Here’s two reasons:
Here’s a really interesting tidbit, too: On Google, we get better results with a paid ad in the number three spot than in the top position. Why? On most Google search result pages, the number three paid ad is closer to the unpaid search results. So your potential customers see your paid and unpaid search listings in closer proximity to each other, and they’re more likely to click.
So you really need to keep those paid search ads up, no matter how strong your unpaid rankings. The good news, though, is that clicks on your paid ads will drop as you move up in the unpaid rankings. That, in turn, means you’ll pay less and less, but still reap the benefits.
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More