Increased number of clicks to your website naturally brings an increase in search visibility by earning more domain trust. While it is still true that clicks aren’t a useful measurement of success, they are a preliminary step in better conversion rates. According to the study conducted by Google, 50 percent of clicks generated by paid ads aren’t exchanged by organic clicks when the website has the top position organic search ranking, and the ads are gone. The study additionally indicates that as the organic search ranking decreased, the percentage of clicks not replaced by an AdWords increases. This supports the proposition that organic search alone can’t possibly drive as much wanted traffic to a website as organic search combined with paid search. Conduct even a low budget paid campaign and watch the increase in your earned results as a correlation.

4. EARNED SEARCH RANKINGS ARE VOLATILE WHILE PAID AD RANK IS NOT

Your earned rankings can fluctuate daily. One day your web page is in the top three for a high-priority search term, and the next day it can disappear from the first page in SERPs. Saying that we now know that Google’s algorithm update regularly and user-interface demands change and organic rankings seem more fluid and hot-blooded than ever.

Putting your funds into AdWords is different.

After you have optimized your quality score, AdWords account, budget, and bidding strategies, your Ad Rank’s position in relativity to other ads is typically reasonably consistent. Paid search marketing demands a significant amount of regular monitoring and tweaking to achieve the right Ad Rank and lower costs per conversion, but marketers still have far more control over the ranking of your ads than SEO professionals do over organic search rankings.

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