If your company is in a top organic position on the Search Engine Results Page (SERP), why would you spend money bidding on the same keyword? With the worry of cannibalization and perceived lack of coordination between SEO and sponsored search teams, marketing leaders must understand how SEO and sponsored search work together.
Join Google’s Mark McMaster, Senior Planner for B2B and Technology Markets and Enquiro’s President Gord Hotchkiss as they discuss joint research by Google and Enquiro on the brand effect of search. The presenters also show practical examples of what the research findings mean for B2B marketers when it comes to sponsored search, SEO and marketing strategy.
The Search Engine Results Page is a place to intersect prospective customers. How do a customer’s eyes move between an organic and sponsored listing? Do they read a sponsored ad differently? How does PPC ad copy affect a customer’s perception of the brand as compared to an organic listing? What about the position of a competitor’s listing?