Moz research indicates that organic results are 8.5x more likely to be clicked on than PPC results. This changes over time, so be sure to stay current in your marketing research. Many search engine users decipher the difference between organic and paid results and click percentages indicate that organic results are usually favored. Discussions as to changes in the location of paid ads in SERPs indicate that few see a huge impact. There are a real science and study behind which results are more likely to be clicked. Researchers have proven that people are more likely to click on links at the top of the page. Whether that is a Google news carousel which can populate from having proper structure data implemented, an organic answer box display, or a paid ad, there is a huge value in being on top. If evaluating conversion rates rather than clicks, PPC often perform slightly better. Paid search results are 1.5x more likely to see conversions after a click-through to your site than someone coming in from organic search. Both, however, have better conversion success rates when the landing page has been heavily optimized to offer the best user experience available anywhere. Every business can learn what will best apply for them by knowing how to glean the right user preferences from your Google Analytics SEO and AdWords data. Understand your percentage of site clicks, where conversions come from, and where you are missing opportunities to increase revenue. If you are trying to decide between organic and PPC marketing spends, the logical choice may prove to be organic. Employ a mix of PPC and organic marketing if solely leaning on earned SEO results is too much a stretch for time frames.