When marketers have scrutinized Google’s research on how organic and paid search results work together — the search giant concluded that nixing the paid ads would result in a 89% drop in clicks — it’s been clear there’s more to the story. What happens if your brand is the top organic result for the keyword? Surely the results would be different than if your organic result was on the second page?

“When we released the first paper, we had a lot of questions coming back, asking more more details around incrementality and under what situations can you expect different numbers?,” said David Chan, Google’s lead researcher for this study.

So, Chan set out to research more subtleties in the interaction between organic results and paid search ads, and today released new results.  Click below to read the full article.