Running PPC with high organic serps

How much more traffic share can you pick up

[earlpearl]

I'm sure this has been asked before (but I can't find the references).

I have high serps for various critical business terms and I mix in PPC in G and Y for critical terms.

I'm about to change the marketing mix for PPC.

What kind of experience do you have w/ running PPC with high serps.

For various critical business terms (this is a local b&m my site has many serps #1's along with a few #1 and 2 and a few number 2's.

Actually, the site has high rankings for critical industry phrases (without geographic phrases) including some #1's in key organic phrases.

My questions involve estimates or examples of how much additional traffic could I anticipate with similarly high PPC?

Is it different for Yahoo then Google?

All help and experience is appreciated.

Thanks,

Dave

[caveman]

If you mean running PPC on searches where we have high rankings in the organic SERP's, it's been varied, with the lift ranging between a few percent up to 30% or more in a few cases.

Lots of factors seem to play a role: Organic listing above the fold ... and PPC listing above the fold are obviously the best situation. In some cases, matching or very simiar headlines helped, which I found interesting. Most interesting is that in addition to higher overall clicks, the mere presence of the ad can raise clicks on the organic listings often by 10-20%.

Take these numbers advisedly though, since results vary widely by site, category, SERP's listing headlines and ad headlines, URI of the SERP listing and a number of other factors.