These slides were presented at the SEMrush webinar "SEO&PPC — Yin and Yang". Video replay and transcript are available at https://www.semrush.com/webinars/seo-and-ppc-yin-and-yang/
9. KEVIN
INDIG
Should you bid on your brand? Depends on brand strength!
http://faculty.haas.berkeley.edu/stadelis/tadelis.pdf
10. 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
11. KEVIN
INDIG
Use PPC to test user intent
-> Set up page
-> Bid on keyword
-> Measure user signals
14. 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