More Than Just PPC: SERP Real Estate

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Search Innovation Seminar Presentation by Dan Pelling

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More Than Just PPC: SERP Real Estate

  1. 1. SERP Real Estate – Using PPC<br />Dan Pelling<br />
  2. 2. Agenda<br />SERPS<br />How to use PPC Effectively<br />Bidding on your brand<br />PPC & Natural Search<br />Questions<br />
  3. 3. Search Engine Results Pages<br />Paid<br />Non Paid<br />Over 50% of the SERP “real estate” is paid search<br />
  4. 4. Visibility<br />Bigger is better<br />
  5. 5. Super Sizing Your PPC Advert<br />FREE Advert Extensions<br />Ad Sitelinks<br />Product Extensions<br />Location Extensions<br />
  6. 6. Ad Sitelinks<br />Up to 4 additional deep links in to your site.<br />Increases visibility<br />Makes advert more relevant to the searcher<br />Increases click through rate<br />Increases conversion rate <br />
  7. 7. Product Extension<br />Linked to Google Merchant Centre<br />Only displays products available<br />High click through rate<br />Better quality traffic<br />More likely to convert<br />
  8. 8. Location Extension<br />Linked to Google Places<br />Higher Visibility<br />Optimised for SEO<br />Better quality traffic<br />
  9. 9. Your Brand<br />Should you bid on it? <br />
  10. 10. Opens The Door To Competitors ….<br />14% drop in overall traffic within two days of switching branded search off<br />
  11. 11. Keeps the Marketing Department Happy….<br />£100’s if not £1000’s or 10,000’s is spent on marketing a brand<br />CPC’s on average have been 87% cheaper<br />Less room for competition<br />Increases traffic<br />Increase the conversion rates<br />
  12. 12. Where Searchers Look<br />Brand In Top Organic AND Sponsored<br />Brand In Top Organic Only<br />*Sourced from Google<br />
  13. 13. PPC Compliments SEO<br />34% More likely to click on your advert or SERP result<br />Lowers chance of stolen click<br />Raises click through rate<br />Better quality of traffic<br />
  14. 14. Thank you<br />Any Questions?<br />

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