Let's say you're one of the lucky few who has mastered search engine optimization and that your website ranks highly on the first page of Google for a multitude of keywords specific to your industry. Now, once you start to see this phenomenal ability to rank for "free" you start to wonder "why should I pay for website visitors when I rank so high organically? Won't I just get the same amount of visits with my "free" search engine results and not have to pay for pay-per-click?
Well, Google has an answer for you. After performing a comprehensive study on this exact topic, (see article Google Study: Paid Search Does Not Equal Organic Traffic Cannibalization) Google has a conclusion for you. Check out this video to see you'll if still get the same amount of traffic to your website without paid search.
Will organic clicks make up for paid clicks?
In Google's study of over 400 different businesses, the resounding answer was NO.
In fact, 89% of search ad driven traffic is incremental meaning it is not made up for by organic search results when turned off. For you, that is an 89% loss in the amount of potential customers visiting your website.
While most business owners like to believe that their prominent organic search results rankings can make up for not running a paid search campaign, the findings by Google research showed dramatically different results.
Concluding that if you want to capture as many possible prospects as possible for your business, a combination of prominent organic search results ranking in addition to a paid search campaign is your best bet!
Learn more by visiting Google Research Blogspot.