Search Engine Marketing (both paid and SEO) is one of the most effective form of customer acquisition. While there is a lot of focus on growing organically through Search Engine Optimization, marketers should not dismiss Pay Per Click Advertising. Even if your website is ranked #1, data showed that paid ads provides 50% incremental clicks. This number is even greater when the organic result rank 5 or below. Thus, whether your website is ranking in the top 3 spots or lower, pay per click advertising can help boost your visibility and generate traffic that might have been missed.