Many people always wonder if they should launch a pay per click advertising campaign even though they are already in the organic search results. There are a few things you need to take a look at. First, do you have the budget? If you are extremely tight on budget it might not be the wisest choice to launch a PPC. But if you put aside a cost for advertising then you must go for PPC advertising even though you are already ranking in organic results for some keywords. You might not necessarily be ranking in organic results for all the profitable keywords.

Some companies do this from a branding standpoint. If you have a listing in the organic search results and you also have a PPC ad running a person shopping might be more inclined to either click on your organic listing or your PPC because you just instilled confidence in that shopper by building your brand. Confidence is something that online shoppers really need to have these days in order to pull out their credit card or pick up the phone to call you. Too many people get burned each and every day shopping online and building up your brand online will be important for someone to choose you.

To summarize:

o PPC is necessary when you are new to a market; because PPC lets you test keywords out. This tells you which keywords are worth more money.

o PPC is also valuable to maximize your value per visitor, by testing different messages and landing pages to find out what ads and versions of the website make the most money.

o PPC is necessary when you are aiming at traffic from additional keywords, apart from organic listings.

o Overall you probably need it to be able to test and maximize your profitability in your competitive niche.

Launching a PPC campaign while you have high search engine rankings may not double your business for the most part but it is an additional area of improvement and visibility for yourself or your business.