Search Innovation Seminar Presentation by Dan Pelling

1. SERP Real Estate – Using PPC Dan Pelling

2. Agenda SERPS How to use PPC Effectively Bidding on your brand PPC & Natural Search Questions

3. Search Engine Results Pages Paid Non Paid Over 50% of the SERP “real estate” is paid search

4. Visibility Bigger is better

5. Super Sizing Your PPC Advert FREE Advert Extensions Ad Sitelinks Product Extensions Location Extensions

6. Ad Sitelinks Up to 4 additional deep links in to your site. Increases visibility Makes advert more relevant to the searcher Increases click through rate Increases conversion rate

7. Product Extension Linked to Google Merchant Centre Only displays products available High click through rate Better quality traffic More likely to convert

8. Location Extension Linked to Google Places Higher Visibility Optimised for SEO Better quality traffic

9. Your Brand Should you bid on it?

10. Opens The Door To Competitors …. 14% drop in overall traffic within two days of switching branded search off

11. 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% cheaper Less room for competition Increases traffic Increase the conversion rates

12. Where Searchers Look Brand In Top Organic AND Sponsored Brand In Top Organic Only *Sourced from Google

13. PPC Compliments SEO 34% More likely to click on your advert or SERP result Lowers chance of stolen click Raises click through rate Better quality of traffic

14. Thank you Any Questions?