I am a Masters student at Curtin University in Perth, Australia and am new to Internet marketing and new to Warrior Forums as well. The major project for our class is to run an Google ad words campaign for three weeks, promoting a particular company. In this case, we are being given cash from the University to promote particular departments of the school. In researching Keywords to use for our campaign, we have discovered two things:
1) It's a competitive market and a lot of the keywords are expensive
2) For some of the keywords we originally targeted, the school we are trying to promote ALREADY comes up as the top result in the organic search from Google.
This has led me to wonder... if your company/product is already the top organic result for certain keywords, why pay for those keywords? Is there any point in paying for an add when that keyword will already put you in the prime position as far as the organic search goes? In my experience, I will always click an organic result over an advertisement.. so why pay to be in the ad list (for those particular keywords)?
I understand not everyone will agree and so I am looking for feedback and any advice anyone could offer. I am new to this.. so I am looking to learn.
thanks in advance to anyone who can offer some advice.