These slides were presented at the SEMrush webinar "SEO&PPC — Yin and Yang". Video replay and transcript are available at https://www.semrush.com/webinars/seo-and-ppc-yin-and-yang/

1. KEVIN
INDIG
G2
German
Accelerator
Atlassian
Dailymotion
Searchmetrics

2. KEVIN
INDIGhttps://www.flickr.com/photos/jdhancock/4820274356
SEO PPC

3. KEVIN
INDIG
SEO • Technically free
• More trust
• More clicks
• Not dependent on investment

4. KEVIN
INDIG
PPC• Scales faster
• Better targeting
• Testing
• Offers ad integrations

5. KEVIN
INDIG
https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/

6. KEVIN
INDIG
https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/

7. KEVIN
INDIG
IT WOULD BE FOOLISH NOT TO
USE THE WHOLE SEARCH
ENGINE BANDWITH

8. KEVIN
INDIG
BUT HOW?
IT WOULD BE FOOLISH NOT TO
USE THE WHOLE SEARCH
ENGINE BANDWITH

9. KEVIN
INDIG
Should you bid on your brand? Depends on brand strength!
http://faculty.haas.berkeley.edu/stadelis/tadelis.pdf

10. KEVIN
INDIG
Should you bid on non-
brand keywords?
-> LTV > CAC = do both
-> LTV < CAC = SEO
https://ai.googleblog.com/2012/03/impact
-of-organic-ranking-on-ad-click.html

11. KEVIN
INDIG
Use PPC to test user intent
-> Set up page
-> Bid on keyword
-> Measure user signals

12. KEVIN
INDIG
Get those impressions from PPC for more accurate search volume!

13. KEVIN
INDIG
Use PPC to get around
nasty SERP features

14. KEVIN
INDIG
How much demand do ads really drive?
https://thecorrespondent.com/100/the-new-dot-com-bubble-is-here-its-called-online-advertising/13228924500-22d5fd24
https://www.uea.ac.uk/documents/107435/107587/ccp_11_9.pdf

15. KEVIN
INDIG
Thank you
@Kevin_Indig
Kevin Indig
www.kevin-indig.com
Tech Bound
kevin.indig