4 Reasons You Should Run a Paid Search Campaign With an Already Successful SEO Strategy

SEO and paid search are often viewed as mutually exclusive. This is sometimes due to the fact that search visibility is already achieved through SEO, and paid search is seen as unnecessary. Here are four reasons you would benefit from running a paid search (AdWords) campaign, even if you already have a successful SEO strategy.

1. Organic Rankings Are Volatile; Ad Rank Is Not

Organic rankings are volatile. One day you’re in the top five for a high-priority keyword, and the next day you’re nowhere to be found. With Google’s constant algorithm updates and user-interface changes, organic rankings seem more volatile and unpredictable than ever.
This is not the case with AdWords. Once you have the right mix of quality score and budget, your Ad Rank (your ad position relative to other ads) is fairly consistent. Paid search campaigns require a fair amount of work to achieve the right Ad Rank at the right price, but you have far more control over the ranking of your ads than you do over your organic search rankings.

2. Earn Twice the Visibility

The Google search results pages contain a lot of information, all of which competes for searchers’ attention. So, while being listed on the first page is great, being listed twice is even better, particularly if both your organic search ranking and ad are listed in the top three organic and top three paid positions respectively.
Furthermore, if your competitors are listed once on the first page for a priority keyword, while you’re listed twice, you have double the visibility and are at a clear advantage if the rankings are comparable.
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