1. SEO & PPC
Automotive search marketing in 2013
12th February 2013
Berian Reed – Head of Search Marketing
@berianreed

2. The reach of search
1,200,000,000,000
global searches in 2012
Image credit: http://search.creativecommons.org/

3. The reach of search
1,200,000,000,000
global searches in 2012
Source: Google Zeitgeist

4. The reach of search
1,200,000,000,000
global searches in 2012
Source: Google

5. Web traffic split

6. Click distribution
Search Query
Sponsored
Links - PPC
Sponsored
Links
PPC
Natural
Results
SEO

7. Some numbers

8. Search engine traffic

9. Search is evolving

10. Search is evolving

11. Same query, different results

12. What does success look like?

13. What does success look like?

14. What are your KPIs?
Good Great
SEO rankings Hard leads
SEO traffic Soft leads
Branded vs. non Conversion %
branded Top converting keywords
Bounce rate Sales
Time on site

15. PPC vs. SEO?
Instant results Trust & loyalty
Control messaging Brand awareness
Cross brand visibility Long term benefits
Testing ROI
Boost your brand More traffic

16. An integrated approach

17. Digital Rivals
Image credit: http://search.creativecommons.org/

18. Digital Rivals
Image credit: http://search.creativecommons.org/

19. Image credit: http://search.creativecommons.org/

20. What can you do today?

21. Image credit: http://search.creativecommons.org/

22. Image credit: http://search.creativecommons.org/

23. Image credit: http://search.creativecommons.org/

24. Image credit: http://search.creativecommons.org/

25. Image credit: http://search.creativecommons.org/

26. Page title optimisation

27. The reach of search
1,200,000,000,000
global searches in 2012
Image credit: http://search.creativecommons.org/

28. Q&A
@berianreed @antrobbo
Image credit: http://search.creativecommons.org/