Is PPC a Good Strategy to Increase Organic Ranking?

The CEO of Simply Modern which I believe is the largest drinkware company on Amazon did a really great case study on this where they basically cut their advertising by like 70% just to see what would happen and his findings were organic ranking did decrease. If your organic rank starts decreasing then you can kind of re-increase your bids for those terms. And then for betting unless you have a lot of capital it's an expensive category. We manage in this category and top a search can be very very expensive.