If I have a top SEO position I would get the visit for free but if I show also an ad, people may rather finish clicking on the ad. Then, at the end, I would pay for the same visit?!
In order to better understand the role of search in the buying process, we will demonstrate "how to measure the way SEO and SEA are working (against) together". We will draw some conclusions on their roles in the buying process and invite the audience to take the same approach to understand how SEO and SEA play for themselves.