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Well, here's a bit of my experience. After getting a #4 organic placement on Google, I axed my Adwords campaign altogether. Immediately, my traffic and sales slowed to a trickle, despite the great organic placement. I kept my Adword campaign off for 2 weeks with no improvement. Turned it back on and voila! sales and traffic are picking up. Its my opinion that you need a top-of-page paid placement to still get the attention. YMMV, but that's my experience, unfortunately. BTW, I have slid off of page 1 to #12 with the organic results, and the orders are still coming in. I guess the Adwords budget is here to stay.