2. Main Topics:
① Why is it preferred to have both PPC and SEO
efforts implemented?
① In what situations would a brand be required
to choose between SEO and PPC?
Have questions throughout the webinar? Use #ppcseo on
Twitter!
3. Main Topics:
③ How can a brand decide between SEO and
PPC if found in one of those situations?
③ How could that brand work towards a
marketing model that can include both SEO
and PPC efforts?
Have questions throughout the webinar? Use #ppcseo on
Twitter!
4. ① Why You Need Both PPC & SEO
• Two shots at the search listings
• They can help one another out
• The best kind of puzzle is a complete one!
5. ① Why You Need Both PPC & SEO
• It’s where your competition is…
• November 2011
MerchantCircle
“Merchant
Confidence
Survey”
• Question: If you
had to put all
your marketing
time and budget
into only one
channel, what
would it be?
6. ② Situations That Make You Choose
• PPC
– You need data “right away”
– Your product/service vertical is full of short-tail,
highly competitive terms
– Demographic data says typical customers respond
well to ads (specifically over organic listings)
– Need to real-time A/B test
7. ② Situations That Make You Choose
• PPC
– Website infrastructure can’t be SEO’d
– Extensive list of keywords that need to be covered
– Unsure of your target keywords/market
– Need more specific tracking of where revenue is
being generated
8. ② Situations That Make You Choose
• PPC
– You want LEADS/SALES
– You need to more directly control results
– You want to target users on specific devices
– You need to capitalize on the popularity of
another product/service or convert users
10. ② Situations That Make You Choose
• SEO
– You need the benefits in the long term
– Current keyword bids for PPC are too high to fit
margins
– Demographic data says ads don’t typically work
(searcher psychology)
– Paid search terms are low search volume
11. ② Situations That Make You Choose
• SEO
– You need TRAFFIC
– You have time and/or patience
– You have more content & research resources than
you have money
13. ③ How to Choose: PPC or SEO?
• Look at the previous lists, which one has more
applicable situations for you?
• Get an outside analysis and opinion
• Request audits of current efforts
• Comes down to how well you know your
market, what your budget is, and how quickly
you need to see performance returned
14. ③ How to Choose: PPC or SEO?
• Try both and compare!
– Contrast CPC, revenue,
visits, ROI
15. ④ Getting SEO & PPC Back On Board
• Use one to kick start the other
– for budget issues
– i.e. PPC revenue goes to SEO campaign budget
• Test results of removing one
– Does pulling PPC effect SEO traffic/performance?
16. ④ Getting SEO & PPC Back On Board
• Build a model to alternate and optimize
• Look at other platform expenses
• What are you paying for Data and
Analytics? Could your process be leaner?
17. The Round-Up
• You can’t always control when/if you can run
PPC & SEO campaigns simultaneously
• In situations where you cannot, take time to
properly choose which will have the greatest
impact, to most importantly…
• Get the sister-marketing medium back in
action for a full web presence
18. Your Questions
Thank you for attending Intrapromote and Hanapin Marketing’s
webinar on: How to Choose Between PPC & SEO. #ppcseo
• Sign up for a Google Webmaster Tools audit from
Intrapromote:
http://www.thewebsiteaudit.com/contact/webinar-offer/
• Password: webinar126
• Get a free Solutions Blueprint from Hanapin Marketing (for
accounts greater than $15K/mo in adspend):
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or Contact us Directly:
• Erik Dafforn: erik@intrapromote.com
• Kayla Kurtz: kayla.kurtz@hanapinmarketing.com
