Kevin Lee over at ClickZ wrote an interesting article about why your pay-per-click ad campaign shouldn’t be suspended if you rank high in a keyword’s organic search rankings. One of the best point Kevin brings up in the article is:

“Also consider that SERPs are no longer a one-size-fits-all scenario. Personalized search will increasingly diverge search results and, therefore, rank.”

Amplify Interactive is in the ‘SEO camp’ that believes your PPC campaign shouldn’t be paused due to high organic rankings.  In fact, if you do rank high for a competitive keyword phrases and have a PPC ad displayed, that gives the searcher the mentality that your service and / or product is exactly what they’re looking for.