Note that advertisements are clearly marked with the Ad next to the websites name and appears above organic (non-paid results). However, just because paid advertising appears above organic results does not necessarily mean that users will click them.
A study conducted by The Marketing Science Institute found that consumers researching products tend to click on organic results first with a mixture of both paid and organic when they are ready to make a purchase.
Therefore it is vital to keep all options open when choosing a digital marketing medium and use a mix of strategies when possible. Ideally SEO and PPC should be used in combination in order to get maximum exposure. However, if a business is just starting out then PPC delivers a quicker return on investment (ROI) as opposed to SEO which can take 6-8 months to start getting results.