According to Google’s Matt Cutts, one of the biggest and most persistent SEO myths out there is that if you buy pay-per-click advertising (PPC) on Google, you will rank higher in the organic search results. This is not true. However, there are still those (call them conspirators if you will) who perpetuate the myth that you can buy your way onto the top of the organic search results.
The flip side of that myth that still shows up now and again is that somehow Google manipulates results to drive people to buy advertising in order to then improve organic search results. Also not true, according to Cutts.
The best way to rank well in the search engines is to align with Google’s goals of returning the best possible and most relevant information to a search query. They believe that a happy user is a loyal user. At this point, the best way to do that is through a cohesive and well executed search engine optimization plan. So that means you need to establish your website as an authoritative and reliable source of information that people are looking for. Then you need to make it easy to find and use.
Design and optimize your website structure so it is easy for Google to find and understand your site and then provide optimized content that is attractive to both your customers and the search engines.
PPC advertising can be an effective part of your marketing strategy, but don’t buy PPC advertising if you are only doing so expecting to improve your organic search results with Google. It doesn’t work that way.