We're #1 in the organic listings for a specific term and can get our ad boosted from the side to the top with a slightly higher bid.
I realize there's a benefit to running Adwords even on a page where you are listed in the SERPs but does anybody have experience with whether it's useful to get the PPC listing on top vs the side in that situation?
If we were #3 or worse on the page, we would certainly try for the top of page PPC listing. However, being #1, the two listings are basically sitting on top of each other.
There's something that I've seen one online retailer do that's either clever or stupid; I'm not sure which it is... For a specific keyword combo that includes their business name and a product category (kind of like "zappos shoes") they have the top 4 organic results as well as the only ad above the SERPs. But the ad is for a very obscure product that nobody would be interested in.
So they are either:
1) having their potential customers click on the ad and go to a useless page, from which they would to click again once or twice to get to the page they actually wanted...stupid because it's a bad user experience.
2) getting a relatively lower CTR on the ad and relatively higher CTR on the organic results because the searchers see the useless ad, skip over it, and then click on the organic result...clever because they reduce their PPC costs.