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 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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PPC vs. SEO: Which Is Better?

  1. 1. Will  Marlow,  LLC   ADWORDS  VS.  SEO  
  2. 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. 3. Construc3on:  “Local  Home  Builders”     50%  AdWords  vs.  50%  SEO   AdWords   SEO   SEO   SEO   SEO   AdWords  
  4. 4. Consumer  Products:  “iPad”   50%  AdWords  vs.  50%  SEO   AdWords   AdWords   SEO  
  5. 5. Consumer  Products:  “Nike  Shoes”   50%  AdWords  vs.  50%  SEO   AdWords   SEO   AdWords   SEO  
  6. 6. Consumer  Products:  “Nike  Shoes”   50%  AdWords  vs.  50%  SEO   AdWords   SEO   AdWords   SEO  
  7. 7. Travel  &  Hospitality:  “hotels  dc  cheap”     80%  AdWords  vs.  20%  SEO   AdWords   AdWords   SEO   AdWords  
  8. 8. Personal  Branding:  “Will  Marlow”   0%  AdWords  vs.  100%  SEO   SEO   SEO   SEO   SEO   SEO   SEO  
  9. 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. 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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