Examples include the use of remarketing after landing traffic to the site from organic search on long-tail terms and thought leadership content.

SEO might open the door to the traffic, but paid search can continue engaging the visitor so both can work to support each other.

6. SERP Layouts

Search engine results pages can vary greatly by keyword and even from day-to-day.

Algorithm updates and aspects of intent and localization can have a big impact on the presence of:

It is critical to:

Ads are likely warranted on a page that has a lot of noise between the ads and the organic results.

Especially, if you’re a brand and only review/rating sites are ranked on page one after map packs. If you have no shot at Page 1 then an ad is probably warranted.