Many people always ask themselves if they should launch a pay per click advertising campaign even though they are already in the organic search results. There are a few things you need to take a look at. First, do you have the budget? If you are extremely tight on budget it might not be the wisest choice to launch a PPC campaign if you are already ranking in the organic search results. This also depends on which keywords or phrases you are ranking for.
You might not necessarily be ranking for all your keywords. Some companies do this from a branding standpoint. If you have a listing in the organic search results and you also have a PPC ad running a person shopping might be more inclined to either click on your organic listing or your PPC because you just instilled confidence in that shopper by building your brand. Confidence is something that online shoppers really need to have these days in order to pull out their credit card or pick up the phone to call you. Too many people get burned each and everyday shopping online and building up your brand online will be important for someone to choose you. Launching a PPC campaign while you have high search engine rankings will not double your business for the most part but it is an additional area of improvement and visibility for yourself or your business.