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KEVIN
INDIG
G2
German
Accelerator
Atlassian
Dailymotion
Searchmetrics
KEVIN
INDIGhttps://www.flickr.com/photos/jdhancock/4820274356
SEO PPC
KEVIN
INDIG
SEO • Technically free
• More trust
• More clicks
• Not dependent on investment
KEVIN
INDIG
PPC• Scales faster
• Better targeting
• Testing
• Offers ad integrations
KEVIN
INDIG
https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/
KEVIN
INDIG
https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/
KEVIN
INDIG
IT WOULD BE FOOLISH NOT TO
USE THE WHOLE SEARCH
ENGINE BANDWITH
KEVIN
INDIG
BUT HOW?
IT WOULD BE FOOLISH NOT TO
USE THE WHOLE SEARCH
ENGINE BANDWITH
KEVIN
INDIG
Should you bid on your brand? Depends on brand strength!
http://faculty.haas.berkeley.edu/stadelis/tadelis.pdf
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
KEVIN
INDIG
Use PPC to test user intent
-> Set up page
-> Bid on keyword
-> Measure user signals
KEVIN
INDIG
Get those impressions from PPC for more accurate search volume!
KEVIN
INDIG
Use PPC to get around
nasty SERP features
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
KEVIN
INDIG
Thank you
@Kevin_Indig
Kevin Indig
www.kevin-indig.com
Tech Bound
kevin.indig

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Kevin Indig — SEO vs PPC

Editor's Notes

  1. 10y experience in search
  2. We found that strong brands attract clicks even when competitors bid on them
  3. We found that strong brands attract clicks even when competitors bid on them
  4. We found that strong brands attract clicks even when competitors bid on them