If company ranks well for a brand called “paper jewellry” and at the same time ranks first in organic search for the same keyword, What will be the best PPC strategy to use and why?

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Jay’s Answer:  I’d start by asking “are prospective customers actively searching for those keywords?” Next, before investing in PPC, I’d ask “what % of the traffic I’m getting organically is converting to sales?” If you’re already getting good traffic that’s converting, then PPC will only improve your results. If you’re not getting conversions, then focus on your website first. If you’re not getting traffic, then your keyword ranking aren’t valuable, and you need to focus on related things that people are searching for.