PPT by Nick Garner. A fairly basic presentation for a Marketing Week magazine conference aimed at the financial services sector. There are some basic ideas behind SEO (search engine optimisation) PPC (pay per click marketing) and CRO (conversion rate optimisation). The main idea is to help help the audience understand the tug of war between those who want to make money in Google and Google's desire to maximise profit.

1. 48 Slides | Nick Garner 2011 | Unibet© Unibet Group plc 2011 SEO / PPC / CRO © Unibet Group plc 2011

3. Some orientation 48 Slides | Nick Garner 2011 | Unibet

4. There is a tug of war between you and Google 48 Slides | Nick Garner 2011 | Unibet You pay less, get more ££ You pay more to be on Google, earn less ££

5. The Internet in keyword terms 48 Slides | Nick Garner 2011 | Unibet The usual index where a small percentage of users convert on ‘information’ searches. They convert on ‘brand’ searches. And convert on ‘commercial’ searches, but you have to pay to be there. Information Web: Less Competition & more traffic Navigational web: i.e. Brand name searches Commercial Web: Users in ‘buying’ mode

6. The ideal mix for a brand 48 Slides | Nick Garner 2011 | Unibet Ideally, for a brand, users convert on high traffic, low competition ‘information’ searches. I.e. ‘Understanding how mortgages work’ They convert heavily on ‘brand’ searches. And so spend less effort on competing for expensive ‘commercial’ searches Navigational web: i.e. Brand name searches Information Web: Less Competition & more traffic Commercial Web: Users in ‘buying’ mode

7. The ideal mix for Google 48 Slides | Nick Garner 2011 | Unibet Ideally, Google wants users to only convert on ‘commercial’ searches. i.e. ‘buy mortgage’ Not all brands can rank here naturally. Only easy exposure is via paid search Users ideally use non commercial ‘information’ searches to prepare for a buying decision i.e. ‘forums which tracking rate is best big deposit’ Navigational web: i.e. Brand name searches Information Web: Less commercial, less competition & more traffic Commercial Web: Users in ‘buying’ mode

8. SEO 48 Slides | Nick Garner 2011 | Unibet

9. SEO is complex 48 Slides | Nick Garner 2011 | Unibet

10. 48 Slides | Nick Garner 2011 | Unibet

12. SEO & Library analogy 48 Slides | Nick Garner 2011 | Unibet

14. SEO Analogy: The Library 48 Slides | Nick Garner 2011 | Unibet

16. SEO Analogy: The Library 48 Slides | Nick Garner 2011 | Unibet

19. Organised Content 48 Slides | Nick Garner 2011 | Unibet

24. PPC: Pay Per Click advertising 48 Slides | Nick Garner 2011 | Unibet

25. Got budget? Maybe push your PPC 48 Slides | Nick Garner 2011 | Unibet

26. Key principles behind PPC 48 Slides | Nick Garner 2011 | Unibet Which pays for more ads The higher the bid, the more prominence and exposure they have Companies bid for prominence The more clicks they get If all is good, the more conversions and thus revenue Companies bid for more prominence Bidding intensifies or stabilises

28. 48 Slides | Nick Garner 2011 | Unibet Google love to intensify the auction.

32. What affects PPC performance? 48 Slides | Nick Garner 2011 | Unibet

36. 48 Slides | Nick Garner 2011 | Unibet Pay More ££ Pay Less ££

37. Conversion Optimisation 48 Slides | Nick Garner 2011 | Unibet

38. Conversion rates matter 48 Slides | Nick Garner 2011 | Unibet 2500 impressions 2% CTR 50 Page views 2% Conversion rate 1 Conversion

41. 48 Slides | Nick Garner 2011 | Unibet After +51% + $48,000,000 SiteTuners.com Before

42. Cross referencing PPC & SEO 48 Slides | Nick Garner 2011 | Unibet

44. Final round up 48 Slides | Nick Garner 2011 | Unibet

45. You can do well without being Einstein! 48 Slides | Nick Garner 2011 | Unibet

46. 48 Slides | Nick Garner 2011 | Unibet

48. Thanks! 48 Slides | Nick Garner 2011 | Unibet