But the economics of paid search are limited. It is not financially viable to bid on the first position for every term, and in many cases it is not even possible to bid on the first page of results given the expected return for a particular query. So we have a situation where brands would love to have both paid and organic listings (because users will inevitably click on both types of listings), but it's impossible to achieve perfect visibility in both. It is therefore essential to understand how these two types of visibility
work together. In the case of branded keywords, it's certainly possible that a site will be able to recoup all the paid search traffic it receives from branded ads through its organic listings. Of course, this will depend on factors such as whether competitors are bidding jewelry retouching service on the brand's keywords and how many first-page organic listings the brand occupies, but it's possible. Still, we find that the vast majority of brand strength tests show that organic links don't capture all of the traffic that goes to branded ads, so branded ads have some additional value.
There's no way to tell that organics "outclass" payouts when it comes to talking about that extra traffic - either you get it through ads or you don't get it from everything. Period. In the case of a non-branded query where a site doesn't even rank on the first page, virtually all of the traffic from a paid search ad is incremental. Should you try to rank organically for this query? Absolutely, but that doesn't mean you should give up on paid search just because you've heard that organic search is better in every metric.