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Old 24th July 2011, 11:23 PM   #1
acwebguru
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Default Paid Campaign Cannibalizing Organic Results

Among rising concern of paid results eating away from the share of organic search results, Google has conducted a few studies, though limited in sample size, and assured its clients that sponsorship has no effect on the organic results. However, people have not stopped voicing their concerns and have cited the organic SERP as proof.

Google, although assuring clients of a bias-free SERP, have acceded that not enough tests have been done to investigate the matter in details.

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Old 25th July 2011, 02:49 AM   #2
Gary Barzel
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Default Common Sense

You have to use common sense in your PPC marketing. If you test an ad on the same SERP as an organic ranking and you see a drop in organic traffic. Then you may want to stop. However, if you see a drop in organic traffic but an overall increase in traffic (meaning higher CTR on the paid ad) then you may consider "cannibalizing" your rankings. It's very common for a paid ad to drive more traffic than an organic. Usually because you can control ad text - and drive clicks better, the real estate (position on the page) for positions 1 -4 are better then organic and your organic rankings may be moving around due to personalized search and universal results. So... if you are getting a good ROI on your CPC then advertising along side your organic rankings may not be the worse thing!

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