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We rank #4 organically and pay $1,928 a month to sit above ourselves. 71% of the ad orders on this term went to shoppers who also saw our organic listing on page one. That is not incremental volume, it is the same order bought twice — roughly $1,368 of the spend. Bidding down to defend rather than dominate is the usual move; the paid columns are here so the trade is visible instead of assumed.
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