Should I worry about Paid Search if I already have good visibility in Organic Search?
Recent studies show that anywhere from 75-80% of searchers will click on listings found in the organic search results after a search query has been performed. That means the other 20-25% will click on the
paid listings, usually identified by being tagged as "Sponsored Ads" or something similar.
Therefore if you want to capture that audience of 20-25% then you most certainly should make paid search, specifically pay per click (PPC) search marketing part of your overall search marketing strategy.
Additionally, PPC allows you to test specific strategy such as the performance of keywords and landing pages. It also allows more immediate exposure than organic search marketing does because ads can
appear almost as instantly as you create them
