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.

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