Let's delve into the concept of organic visibility on Amazon: If your lemonade stand is already the most popular on the street, putting up a sign might not draw many new customers because most people were already patronizing you. This scenario mirrors having high organic visibility for a keyword. Consequently, investing in ads might not contribute significantly to incremental sales since you're already the preferred choice.

But if your lemonade stand is new in a neighborhood where awareness is low, a sign can significantly impact attracting new customers. This scenario resembles having low organic visibility for a keyword. Advertising under these circumstances is likely to generate higher incremental sales, as the ads will introduce your product to consumers who wouldn't have otherwise discovered it.