Paid & Organic

Search: Like Peanut

Butter and Chocolate

Tim Kilroy
Vice President
PM Digital
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deemed
PROPRIETARY and confidential by PM Digital.
 Peanut Butter & Chocolate

My daughter doesn’t really like My son doesn’t really like chocolate

peanut butter

But they both LOVE…

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PROPRIETARY and confidential by PM Digital. 2
 Peanut Butter & Chocolate
Paid Search
Peanut Butter:
Delicious,
Dependable
Always Satisfying

Natural Search
Chocolate:
A Little Complex,
Mysterious,
Intriguing
Compelling

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PROPRIETARY and confidential by PM Digital. 3
 Paid & Natural: Who Clicks on
What?
Nobody Clicks on Everything

: 30% Click on Paid

: 6x More Likely Click on Organic

: 38% Don’t Know the Difference

between Paid & Organic

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deemed
PROPRIETARY and confidential by PM Digital. 4
 Search Is Better Together

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deemed
PROPRIETARY and confidential by PM Digital. 5
 Why Search?
•Because it
WORKS!
•In 2007, over half of
surveyed marketers
put search (NSO &
PPC) in the top tiers
of ROI generation
•Search rated as
more effective than
print, PR, direct mail
& other forms of
online marketing

Copyright 2010 PM Digital.

All rights reserved. This information is
deemed
PROPRIETARY and confidential by PM Digital.
 Why Peanut Butter Cups?

Top Natural
Search
Rankings

Combined
with a Strong
Paid Search
Campaign

Increases
your chance
of a click by
68%*

* According
Copyright to Forrester Research
2010 PM Digital.
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deemed
PROPRIETARY and confidential by PM Digital.
 Lets Do Some Math
Lets Assume That Your
Paid Search Ads Get
1% CTR

$0.80 Average CPC | 165,000 $1.14 Average CPC | 550,000

Exact Searches per month Exact Searches per month

$1320/mo for 1,650 $6270/mo for 5,500

Clicks Clicks

$7950 Total
Copyright 2010 PM Digital.
$1.11 CPC
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PROPRIETARY and confidential by PM Digital. 8
 Lets Do Some Math
Lets Assume That You
Get to #10 on Natural
Search for Each Term*

$0.80 Average CPC | 165,000 $1.14 Average CPC | 550,000

Exact Searches per month Exact Searches per month

3300 Clicks/Month 11000 Clicks/Month

$2,640 Value $12,540 Value

$15,180 Value
Copyright 2010 PM Digital.
All rights reserved. This information is
deemed *Our Research Shows About 2% CTR at #10
PROPRIETARY and confidential by PM Digital. 9
 The Blended Result

By Focusing on the Same Keywords on Paid and Natural

Clicks: 21450
Cost: $7,950
Average CPC: $0.37

That’s Yummy!
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deemed
PROPRIETARY and confidential by PM Digital. 10
 Why Peanut Butter Cups?
• Quality Paid Search
brings reliable traffic
• Natural Search can be
harder to generate traffic
from, but the rewards
are great
• With consistent focus,
the results are delicious
(and it drives down your
average CPC…that
makes everyone happy!)

Copyright 2010 PM Digital.

All rights reserved. This information is
deemed
PROPRIETARY and confidential by PM Digital. 11