Research on SEM & SEO working better together?

[brooklahn]

OK, so I've seen lots of seperate studies on the effectiveness of PPC advertising and optimization.

Can anyone point me towards a useful study that shows how PPC and organic SEO compliment each other?

I've got a client that is very skeptical about buying their branded words, because they're already ranking organically. While I understand the sentiment (why should I buy the cow if I'm getting the milk...) I'm a firm believer that due to distribution & usage habits, you're reaching a much different audience through PPC.

Unfortunately, I can tell that my client's not buying it until they see some hard numbers...

Suggestions anyone?

:confused:

[seobook]

here is an article
http://www.clickz.com/experts/search/strat/article.php/3381241
which references a study done by the Interactive Advertising Bureau (IAB) Search Engine Effectiveness Committee.

I did not see any #s though and did not see the report at a glance.

[brooklahn]

Thanks for the quick response and link. Kevin's article was very helpful - but, ultimately, it's not quite what I'm looking for.

I'm more interested in research that proves the positive impact that SEO & paid search can have on bottom line revenues/sales than its branding influence.

Anything else out there?