Recent Google research, entitled the Search Ads Pause Study, has revealed that pay per click ads don’t ‘cannibalise’ traffic coming in from standard searches, according to an article published by the Search Engine Journal.

Those ranking in the top three of a Google search have previously questioned whether it’s worth investing in pay per click services if they’re already obtaining a high click-through rate.

Despite this, however, the study found that those utilising pay per click advertising, as well as having a high ranking, receive an 89 per cent incoming traffic boost.

This particular figure proves pay per click ads, in this instance, are very much worthwhile in boosting visibility and click-through rates; though the study also found that sites with a high ranking from a standard search were less likely to have their ad clicked.

In cases such as these, users, most commonly, chose to click the organic website link instead.

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