Q. If I am ranking highly on Google organically, why is it important to use AdWords?
A. Maintaining a Google Adword campaign alongside your Google Optimisation strategy gives internet searchers two chances to click on your SERP listing, thereby increasing the likelihood that they’ll reach the destination you would like them to – your website.
AdWords offers the opportunity to showcase different aspects of your business depending on a person’s needs – something you cannot always do with SEO, as Google allows just one description for organic listings, regardless of what the person is searching for, whereas AdWords give you the option to pair a description to a relevant search term. However it is worth noting that if you are starting your AdWords campaign and SEO campaign at the same time, there is potential to gradually spend less on AdWords when the SEO strategy begins to return consistently positive rankings.