Are your PPC campaigns eating your organic traffic? Google love for you to bid on your brand name in AdWords, but how to you know if you are wasting money on traffic you could have got for free? Of course, to find this out you need to run some sort of test. I don't know how you could run a good A/B split test for this because I don't know how to randomly segment people into the "see's PPC ad" and "does not see PPC ad" buckets.