SERP Real Estate – Using PPC

Dan Pelling

Agenda

SERPSHow to use PPC EffectivelyBidding on your brandPPC & Natural SearchQuestions

Search Engine Results Pages

Over 50% of the SERP “real estate” is paid search

1

3

4

9

Paid

Non Paid

Visibility

Bigger is better

Super Sizing Your PPC Advert

FREE Advert ExtensionsAd SitelinksProduct ExtensionsLocation Extensions

Ad Sitelinks

Up to 4 additional deep links in to your site.Increases visibilityMakes advert more relevant to the searcherIncreases click through rateIncreases conversion rate

Product ExtensionLinked to Google Merchant CentreOnly displays products availableHigh click through rateBetter quality trafficMore likely to convert

Location Extension

Linked to Google PlacesHigher Visibility

Optimised for SEOBetter quality traffic

Your BrandShould you bid on it?

Opens The Door To Competitors ….

14% drop in overall traffic within two days of switching branded search off

Keeps the Marketing Department Happy….

£100’s if not £1000’s or 10,000’s is spent on marketing a brand

CPC’s on average have been 87% cheaperLess room for competitionIncreases trafficIncrease the conversion rates

Where Searchers Look

Brand In Top Organic Only

Brand In Top Organic AND Sponsored

*Sourced from Google

PPC Compliments SEO

34% More likely to click on your advert or SERP resultLowers chance of stolen clickRaises click through rateBetter quality of traffic

Thank youAny Questions?