PPC vs 1-10 in the natural serps? When does PPC do better?

I've got a variety of money terms for variations on my main search terms. I've got a lot of terms on 1st page of google with rankings per term that range from 1-10 and a variety in between. They are variations on the same theme i.e blue widgets, deep blue widgets, navy blue widgets, widgets aqua blue, etc.

I'm running against some competition with worse serps so I invariably show higher. The other firm is heavier into more PPC.

Do any of you have a feel for when it pays to put more into PPC contingent on where you are in SERP? For instance should I be putting more into terms where I'm ranked 6-10 versus where I'm ranked 1-5.

Thanks,

Dave

I would imagine that PPC might be worthwhile if your free listings, while visible, are not attractive. Ie. the title/text snippet/description do not encourage people to click on it. You have more control over those elements with PPC.

I always use PPC, even when I am #1 in the orgainics... That gives me more real estate on the first page of the SERPs and allows me to make two or three different offers on page one. If you are #1 in the organics then it will probably draw more than a good position in the PPC... but I think that a lot has to do with your offer.