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/

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PPC is Better than SEO
Presented by:
David Szetela
Owner and CEO, FMB Media

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Caveats
• I know nothing about SEO
• I’m missing the Slide Design gene
• I really value SEO, but I’m pretending not to

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Why SEO Kinda Sucks
• Organic listings are vanishing
• Every engine update upsets the apple cart
• Difficult to control messaging

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Why SEO Kinda Sucks
• What is valuable, original content, anyway?
• Legal linkbuilding is a hassle
• Clients run out of patience early

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Why PPC Rules
• Most important: messaging is totally controlled
• Results are immediate
• Testing and optimization take place rapidly

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Why PPC Rules
• Best practices produce best results
• There’s always a way to rank
• It’s complicated enough that I have job security

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PPC is Not Just Paid Search
• Display advertising is not just for branding – some
clients get 50% of conversions or more from display
• Remarketing is a must-use tactic for display and
search
• Shopping is a must-use tactic for eCommerce

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When is PPC Crucial?
• Local
• Low-search products, services or companies. E.g.
new businesses
• High-competition keywords (Exact match, long tail
and display)

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Does PPC Help Organic?
• Heresy: yes.
• Millions of display impressions boost brand organic
• Thousands of visitors come back via organic

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Thanks!
• Free Book: send me an email: david@fmbmedia.com