Online SEO Marketing: Organic Clicks vs Pay-Per-Click (PPC) Advertising Campaigns

If a company ranks high in online searches through organic search results, should that company combine that high ranking with a pay-per-click (PPC) campaign? Should the company pay for a PPC campaign if it already has a high page rank? We’re going to answer that question today with a very simple analysis.
If we are already ranking high in online searches. If we already have a high page rank for a given keyword and we have that number one position in search results. If we run a pay-per-click campaign are we going to be cannibalizing on our organic SEO clicks?
This video answers this question by showing how a company with a high PageRank through organic search can combine their high organic SEO position with an aggressive PPC campaign.
The process involves defining the current number of clicks generated through organic search. Next, the company determines its click-through-rate (CTR) at its website and uses it to determine their conversion rate on website visits. Their revenue is simply the number of conversions multiplied by the sale per unit sold.
Afterwards, the company combines it organic SEO with a PPC campaign. It defines the number of clicks through organic search and then the number of clicks through paid search. The company then totals up the organic and paid search clicks which is then multiplied by the conversion rate. This is then multiplied by the sales per unit to define the revenue.
The company then takes its cost per click for paid search multiplied by the number of clicks resulting from the PPC.

[@TheSmartHomeNinja]

What about the click cannibalization and lost revenue from the drop in organic due to the new split / spread in traffic and by pushing ppc. I would assume that maybe they were supposed to get 500-1000 more clicks in organic without paid (just a rough assumption) and with a 1.5% CTR for organic, wouldn't you also want to add the revenue back that was missed to get a more true'd-up resultand analysis of lost revenue? I'm just asking and curious why that wasn't added into the equation. Great video btw!

[@Driveyoursuccess]

Hi - thanks for the comment. Honestly, I didn't have enough time. When I did this video I was limited to 10 minutes. Take care