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#SDAOM
#SDAOM
#SDAOM
Which is Better?
#SDAOM
SEO vs PPC in the news
o 36,800 articles onlineo Entrepreneur, Forbes & CNNo 32,700 videos online
Countless contradicting opinions!
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Why should we care?
81% of users find their desired destination through a search engine…
Everything Else
Search EngineTraffic
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Advantages and Disadvantages
PPC and SEO
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Advantages of SEO
o PPC can happen fast! Ads up and running in hours
Stopping, pausing or changing is easy
• Good for seasonality
• Great to promote short term
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Advantages of PPC
o Easy to budget for Budget can be fixed
You can have a ZERO budget
Budget can change anytime
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Advantages of PPC
o Testing to improve is simple A/B testing
Keyword testing
Landing page testing
Many other options
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Advantages of PPC
o Can provide valuable data for SEO Keyword data
Best path to conversion
Landing page relevancy for keywords
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Advantages of PPC
o PPC converts at 1.5x higher than SEO
seo ppc
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Advantages of PPC
o More tools are available Product listing ads (PLA’s)
Site links
Map listings
Remarketing/retargeting
Display advertising
Etc…
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Disadvantages of PPC
o It can be complicatedo 1 click on PPC = 8.5 clicks to organico It’s more expensive than SEOo Some are skeptical of PPC
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Advantages of SEO
o Low cost for traffic leads, & sales Almost always outperforms PPC
Rarely doesn’t get a good ROI
Is typically the best performing
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Advantages of SEO
o High barrier to entry Established businesses can defend their traffic
You can’t just “turn it on”
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Advantages of SEO
o Better exposure than PPC Takes up the majority of the SERP’s
Lends credibility
More rankings = higher CTR
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Advantages of SEO
o Algorithm updates shake up the competition Competitors lose market share
Your traffic and SOV can increase
Harder for unsophisticated SEO’s to compete
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Disadvantages of SEO
o SEO takes time to see resultso It’s a considerable amount of worko Choosing the wrong partner can be a
disaster
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Two Year SEO Case Study
o Started with 10.5k monthly visitso Ended with 255k+ monthly visits
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One year PPC case study
o Started 5k monthly budgeto Ended with 0 budget and up more than
2800%
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How to Choose?
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You have four choices
Do Nothing
Only SEO
Only PPC
SEO and PPC!
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Do Nothing??????
o Great option if… You hate making money
You love your competitors
Growing your business is BAD!
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Do only PPC
o Not a bad choice if Limited budget
Hyper competitive market
You want to “test” the water
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Do only SEO
o Not a bad choice if Limited budget but want best ROI
PPC is too expensive
You can wait to get results
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Do SEO and PPC
o This is a good option if You have a large enough budget
You can track attribution
You want the best possible results
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The Importance of Tracking
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Setup goals, funnels and revenueo Goals allow you to assign valueso Funnels allow you to set an ideal patho Rev Tracking shows you the $$$
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Create filtered versions of analyticso Allows you to exclude internal IP’so Gives the ability to track segmentso Ability to setup separate access for users
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Use attribution models
o Shows you the assisted value of each source
o Allows you to cater to the usero Helps you understand the “real” value
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Track page traffic
o Helps you understand keyword performance
o Shows the best landing pageso Can highlight good or bad performing
pages
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SEO Tips
Sharpen your skills
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Match your title, meta and content!o Mention important keywords in your title
tago Have a call to action in your meta
descriptiono Make sure both match on page content
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Other advertising helps SEO
o Allocate time and effort into PRo When advertising always mention your
websiteo Think about how users might search for
your ads
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Build a site people want to link too Make sure your user experience is strongo Write about things that are interesting
and uniqueo Make your site the “authority” in your
industry
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PPC Tips
Sharpen your skills
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Customize user experience
o Track how most users convert o Create a unique experienceo Stay on top of user behavioro Give users what they want
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Monitor performance often
o Improve your account dailyo Track competitors and grab market shareo Emulate top performing keywords
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Stay on top of new features
o The following are features that you should be using if appropriate… Click to call
Address information
Download links
Bullet points
Ratings
Previous visits
Social extensions
Site links and descriptions
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Important Takeaways
o Consider doing both SEO and PPC if possible
o Testing and tracking are criticalo Stay on top of new features for SEO and
PPC
