PPC and Organic Search are two completely different segment of traffic. The traffic which are being bought either CPC, CPA, CPM  etc. are classified in terms of PPC while those traffic which are being pouring as a result of search engine optimization or being referred via search engine are classified under organic search.

SEM professionals are always placed under a radar to a very generic question like -

• Does PPC takes away conversion from Organic Search?

• The answer to this question is:
  No, PPC does not take away conversion from Organic Search. It helps drive additional traffic to the website in the form of organic search. With the help of PPC and a significant improvement on the landing page via web-optimizer tool; an improvement could be made to the overall website.
  
  The improvement in the website and optimizing the page for the keywords is only the first step. Next step would be the SEO efforts like keyword analysis, keyword density analysis, keyword proximity analysis, link building, Social network awareness, Press release, Article publication etc. Finally, PPC activity is a must to uplift the quality of traffic. Once enough traffic is seen coming and the SEO effects comes into play the organic traffic received by the page is increased.
  
  It is seen that the PPC traffic can help us optimize the keywords which are to be targeted for SEO purpose. Not all the keywords which generates tons of clicks always convert. Hence to decide the keywords which are difficult to rank and it is worth testing the goal of the website using PPC. Once the myth is proved with the help of PPC it can next be passed to SEO team to optimize the keyword for Organic search.

It is seen that there is 6% to 8% increment in traffic while the both organic and PPC are running simultaneously. This stat might vary based on the size of the website and total traffic the site is receiving. Moreover also note seasonality and category of website would influence the the traffic numbers.  

Forrester Research revealed that by 2016 there will be 35% growth in the Ad Spend. It would become a $77 billion industry. The online industry would almost double by 2016 a massive growth of  85% from 2011 to 2016 (19% vs. 35%).

The Online Search trend is growing with a tremendous speed. Especially Mobile it is moving with a much faster speed. The AdSpend in Mobile would over take the combined AdSpend over Social Network and Email Marketing. The search trend is increasing in both Mobile, Tablets and handheld devices. The search trend is shifting in mobile with a tremendous speed. and it looks very promising as the will hit $8.2 Billion by the year 2016.

If the mobile arena is growing with a massive speed it would definetly capture the online marketing share resulting in the fall of other online marketing channel. The victim would be seen as Search. Display Advertising, Mobile Marketing and Social Media all are growing in a rapid pace. Although search would still be leader the $55 Billion AdSpend it is going to experience a massive -10% fall. (55% vs. 44%).

Another promising area which would see a growth is Dynamic Banner, this industry would be growing from $10.9 Billion industry to $27.6 Billion industry. The advertisers would enter in the competition of displaying their ads via means of Dynamic Banner. They would want to present every-time the searches are being made or someone is showing interest in the product. The stalking or  re-marketing would utilize these dynamic banner to a great extent. The blend of re-marketing and dynamic banner would be seen in a very extensive manner. The more segmentation the site would have the more granular stalking or re-marketing or re-targeting would occur. Majority of content network and even social network would start serving these dynamic banner.

Daily Deals would tend to decline as advanced technology and micro sites would start serving the deals and promo. Also, advertisers would tend to reach the consumer everytime they are online. Also, Social media would still tend to remain only $4 Billion AdSpend which is just 7%. 

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