4. We are a specialist search
marketing and analytics team,
passionate about working help
businesses perform better online.
5. In 2020, Google’s ad revenue
amounted to $146.92 billion/
81% of Google’s total revenue.
6. “Google’s first responsibility is to provide
Search users with the most relevant
possible results. If businesses were able
to pay for higher rankings in the search
results, users wouldn’t be getting the
information they’re looking for.”
Google states:
7. BUT do users actually know if
it’s an ad that appears in their
search results?
22. Approx. 53% of all
website traffic comes
from organic search.
Approx. 27% of all
website traffic comes
from
paid search.
53% 27%
Source of stats: highervisibility.com
So you probably need hybrid model.
Organic search + paid
23. Let’s ask Google?
“Using SEO and Google Ads together
may give you the best chance of
bringing traffic to your site in the short
term, and enhancing your business’s
presence online for long-term success.”
24. Is the ability to recognise Google
Ads influenced by how old you are?
It depends what you want to achieve:
Keyword Search Type of Searcher Example Which one?
Strong Intent to Buy
Keywords
Wants to buy something “Takeaway Pizza” Paid Ad
Branded Keywords Wants to buy specific
brand
“Domino's Pizza” Paid Ad & SEO
Local Keywords Wants something near
them
“Pizza delivery
Brighton”
Paid Ad & Local SEO/Map
Information and ?
Keywords
Wants to find out
more/learn
“Best Pizza recipe?”
“Pizza nutrition”
“Does Prince
William like Pizza?”
SEO
27. It depends what you want to achieve:
pizza delivery brighton
28. It depends what you want to achieve:
does prince william like pizza?
29. Is the ability to recognise Google
Ads influenced by how old you are?
30. If a searcher does NOT know they
are looking at an ad:
• Don’t let them go Hamlet on you and start to doubt
• Make sure you’re in the right place to trigger a Google ad
listing
• Optimise your ad copy and imagery
• Don’t just turn on Ads and presume it’s fine
• Quick wins are harder to come by
31. If a searcher DOES know they are
looking at ads:
• Be aware there may be a user backlash against ads
• Insure strong SEO to fill any gaps
• Think about how you link PPC to SEO
• Or do you make it really obvious it’s an Ad?
32. Is the ability to recognise Google
Ads influenced by how old you are?
Finally…
Don’t get lazy when it comes to paid
ads!