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Do Google Ads cannibalize organic Google sales?
So if I have a high organic search ranking (top 1-4 placement) on certain search terms, is it worth advertising on those terms? What’s your experience with this?
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1 Reply
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Depends on what the rest of the results look like, as well as the competitive environment. Are there competitors bidding on those terms you rank highly for? In that case, it’s worth bidding on them because otherwise the competitor would be stealing sales. If there is no competition on a specific keyword and your organic listings rank highly, you can test not serving on that search.
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There are so many factors to this – competitor ads, the layout of the SERP, which keywords, user journey / cross device buying, etc. I look at them as complementary elements and worry more about the end goal than anything else.
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Studies have shown that ads and high organic rankings generate more clicks than high organic rankings alone.
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