Tom Vaughton's slides from Brighton SEO talk, July 2021

2. To Click or not to Click?
That is the Question
Tom Vaughton, Varn
brightonSEO.

3. Me in 1999

4. We are a specialist search
marketing and analytics team,
passionate about working help
businesses perform better online.

5. In 2020, Google’s ad revenue
amounted to $146.92 billion/
81% of Google’s total revenue.

6. “Google’s first responsibility is to provide
Search users with the most relevant
possible results. If businesses were able
to pay for higher rankings in the search
results, users wouldn’t be getting the
information they’re looking for.”
Google states:

7. BUT do users actually know if
it’s an ad that appears in their
search results?

8. Who actually recognises a Google
Ad when they search?
We were curious:

9. “Do you know which links on
the Google search results
page are paid adverts?”
We asked 1001
people the question:

10. This is what we found…

11. Do you know which links on the Google
search results page are paid adverts?
59%
Almost 60% of people
have no idea it’s an advert

12. 59%
35%
6%
For those 35% who
do know it’s advert
they DON’T click
Do you know which links on the Google
search results page are paid adverts?

13. 35%
Only 6% do realise
they are ads & click!
Do you know which links on the Google
search results page are paid adverts?

14. Do you know which links on the Google
search results page are paid adverts?
14

15. Has the ability to recognise an ad
changed over time?
Almost 60% of people have no idea it’s an advert
This has been relatively static since 2017

16. How have the Ads changed over time?

17. Spot the difference
Organic
Advert

18. Screen resolution: 2880x1800 (high retina)

19. Screen resolution: 2880x1800 (high retina)

20. Is the ability to recognise Google
Ads influenced by how old you are?
So why does this matter?

21. So you probably need hybrid model.
Organic search + paid

22. Approx. 53% of all
website traffic comes
from organic search.
Approx. 27% of all
website traffic comes
from
paid search.
53% 27%
Source of stats: highervisibility.com
So you probably need hybrid model.
Organic search + paid

23. Let’s ask Google?
“Using SEO and Google Ads together
may give you the best chance of
bringing traffic to your site in the short
term, and enhancing your business’s
presence online for long-term success.”

24. Is the ability to recognise Google
Ads influenced by how old you are?
It depends what you want to achieve:
Keyword Search Type of Searcher Example Which one?
Strong Intent to Buy
Keywords
Wants to buy something “Takeaway Pizza” Paid Ad
Branded Keywords Wants to buy specific
brand
“Domino's Pizza” Paid Ad & SEO
Local Keywords Wants something near
them
“Pizza delivery
Brighton”
Paid Ad & Local SEO/Map
Information and ?
Keywords
Wants to find out
more/learn
“Best Pizza recipe?”
“Pizza nutrition”
“Does Prince
William like Pizza?”
SEO

25. It depends what you want to achieve:
takeaway pizza

26. It depends what you want to achieve:
dominos pizza

27. It depends what you want to achieve:
pizza delivery brighton

28. It depends what you want to achieve:
does prince william like pizza?

29. Is the ability to recognise Google
Ads influenced by how old you are?

30. If a searcher does NOT know they
are looking at an ad:
• Don’t let them go Hamlet on you and start to doubt
• Make sure you’re in the right place to trigger a Google ad
listing
• Optimise your ad copy and imagery
• Don’t just turn on Ads and presume it’s fine
• Quick wins are harder to come by

31. If a searcher DOES know they are
looking at ads:
• Be aware there may be a user backlash against ads
• Insure strong SEO to fill any gaps
• Think about how you link PPC to SEO
• Or do you make it really obvious it’s an Ad?

32. Is the ability to recognise Google
Ads influenced by how old you are?
Finally…
Don’t get lazy when it comes to paid
ads!

33. Basic PPC can be made easy
through automation

34. But…
PPC can be made great through
smart human thinking, testing &
adaptability

35. Algorithms, AI and machine learning
use historical trends and data.
Stuff changes

36. We need humans!

37. So master the PPC tools you have
AND
Apply your unique skillset = being human

38. Is the ability to recognise Google
Ads influenced by how old you are?
Stay Curious