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PPC vs. SEO: Which Is Better?
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PPC vs. SEO: Which Is Better?

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In this presentation, I show how it should not be an either-or choice between AdWords (PPC) or organic (SEO) for your business. It really comes down to two questions: how much "real estate" do you …

In this presentation, I show how it should not be an either-or choice between AdWords (PPC) or organic (SEO) for your business. It really comes down to two questions: how much "real estate" do you need to occupy on a search engine results page to get the customers you need to grow your business? For some things (in the travel/hospitality industry, for example), PPC accounts for 80% of all results, whereas in others (personal branding) SEO accounts for 100% of results. Deciding which is right for you should involve looking at how Google is treating the search engine results pages (SERPs) that you want to be a part of.

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  • 1. Will  Marlow,  LLC   ADWORDS  VS.  SEO  
  • 2. AdWords or SEO? Analyze the SERPs AdWords or SEO?     à    Depending  on  your  industry,  Google  gives  preference  to    AdWords     à    Depending  on  your  goals  (do  you  want  to  influence  people  or  sell    things),  Google  gives  preference  to  AdWords     à    Look  at  the  %  of  the  search  engine  results  page  that  Google    gives  to  each  for  your  industry  –  it  varies  dramaCcally  
  • 3. Construc3on:  “Local  Home  Builders”     50%  AdWords  vs.  50%  SEO   AdWords   SEO   SEO   SEO   SEO   AdWords  
  • 4. Consumer  Products:  “iPad”   50%  AdWords  vs.  50%  SEO   AdWords   AdWords   SEO  
  • 5. Consumer  Products:  “Nike  Shoes”   50%  AdWords  vs.  50%  SEO   AdWords   SEO   AdWords   SEO  
  • 6. Consumer  Products:  “Nike  Shoes”   50%  AdWords  vs.  50%  SEO   AdWords   SEO   AdWords   SEO  
  • 7. Travel  &  Hospitality:  “hotels  dc  cheap”     80%  AdWords  vs.  20%  SEO   AdWords   AdWords   SEO   AdWords  
  • 8. Personal  Branding:  “Will  Marlow”   0%  AdWords  vs.  100%  SEO   SEO   SEO   SEO   SEO   SEO   SEO  
  • 9. AdWords or SEO? Analyze the SERPs à    More  than  65%  of  people  can’t  tell  the  difference  between  an    ad  and  an  organic  result     à    Without  AdWords,  you  are  typically  ceding  at  least  50%  of  the    real  estate  of  a  search  engine  results  page  to  the  compeCCon.  
  • 10. AdWords or SEO? Analyze the SERPs Thank you. If you have any questions or would like help in deciding if AdWords or SEO is right for you, please contact: Will Marlow will@willmarlow.com     w. 202.577.3350

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