AdWords when I am the #1 search result

Is it worth it?

[martingale]

I noticed something interesting looking at my AdWords statistics today. On a few keywords where my site is the #1 search result in Google I get a very high CTR and pay a very low CPC for my ads running on that keyword.

For awhile I thought I should shut off these ads. Now I am not so sure. I was already the #1 search result but somehow surfers are clicking the ad. Would they have clicked an ad anyway? In other words, would they be visitors I would not have received without my ad?

If I were paying more for these clicks I'd probably shut them off, but I am getting them for about half of what it costs me.

Thoughts?

[Localizer]

Since a year my way of searching on google has changed.

When I'm looking for a product to buy, I don't even look to the normal results anymore, only to the ads, hoping for better quality information and prices.

[Frequent]

I'd leave them running, especially if you are getting the cheap clicks. You will build up a history that newcomers will have a hard time competing with for your spot. Also, you may be #1 for the organic search NOW but your only one algo tweak away from #345369!

Freq---

[arran]

Also, being number 1 on both organic and sponsored may reinforce to users that your site is the authority for that particular keyword phrase. This could result in increased CTR (hopefully on your organic listing).

arran.

[poster_boy]

Dual coverage has offered my clients a significant advantage. Upwards of 40% lift in traffic at an ROI that's well worth it.

[jatar_k]

I have always found the more real estate you can cover on the page, the better