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Search Innovation Seminar Presentation by Dan Pelling
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SERP Real Estate – Using PPC
Dan Pelling
Agenda
SERPSHow to use PPC EffectivelyBidding on your brandPPC & Natural SearchQuestions
Search Engine Results Pages
Over 50% of the SERP “real estate” is paid search
1
3
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9
Paid
Non Paid
Visibility
Bigger is better
Super Sizing Your PPC Advert
FREE Advert ExtensionsAd SitelinksProduct ExtensionsLocation Extensions
Ad Sitelinks
Up to 4 additional deep links in to your site.Increases visibilityMakes advert more relevant to the searcherIncreases click through rateIncreases conversion rate
Product ExtensionLinked to Google Merchant CentreOnly displays products availableHigh click through rateBetter quality trafficMore likely to convert
Location Extension
Linked to Google PlacesHigher Visibility
Optimised for SEOBetter quality traffic
Your BrandShould you bid on it?
Opens The Door To Competitors ….
14% drop in overall traffic within two days of switching branded search off
Keeps the Marketing Department Happy….
£100’s if not £1000’s or 10,000’s is spent on marketing a brand
CPC’s on average have been 87% cheaperLess room for competitionIncreases trafficIncrease the conversion rates
Where Searchers Look
Brand In Top Organic Only
Brand In Top Organic AND Sponsored
*Sourced from Google
PPC Compliments SEO
34% More likely to click on your advert or SERP resultLowers chance of stolen clickRaises click through rateBetter quality of traffic
Thank youAny Questions?