4 major trends that will make you rethink ppc in 2015 [webinar]
TRANSCRIPT
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4 Major Trends That Will Make You
Rethink PPC in 2015
Brought to you by:
www.wordstream.com/learn#ppc2015 @larrykim @markirvine89
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www.wordstream.com/learn
Want to get smart in paid search?
#ppc2015 @larrykim @markirvine89
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Join the conversation on Twitter
#ppc2015
@WordStream
#ppc2015 @larrykim @markirvine89
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Today’s Presenters
Larry KimFounder & CTO, WordStream
@LarryKim
Mark IrvineData Scientist, WordStream
@MarkIrvine89
#ppc2015 @larrykim @markirvine89
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PPC Trend #1
Price & Inventory Headwinds in Paid
Search
#ppc2015 @larrykim @markirvine89
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Google: Search CPCs Keeps Falling (Overall)
#ppc2015 @larrykim @markirvine89
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Source: Approx. 2000 WordStream Customers
However Paid Search CPCs at All Time High in Established Markets!
#ppc2015 @larrykim @markirvine89
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Wordstream-Keywords2
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What About Ad
Inventory Volumes
in Established
Markets?
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Apps are Stealing from Desktop Searches!
#ppc2015 @larrykim @markirvine89
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Fewer Ad Spots on Mobile (which is 50% of Searches in 2015)
Vs.
#ppc2015 @larrykim @markirvine89
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High CPCs & Low
Growth in Search
Volumes in
Established
Markets (Yikes!)
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Winning at Paid Search in 2015 Means Being More Picky Than Before
Quantity of Searches
Price o
f P
aid
Searc
h C
licks
Fewer, Higher
Quality, more
expensive clicks
#ppc2015 @larrykim @markirvine89
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New Demographic Bidding Options (Bing Ads)
#ppc2015 @larrykim @markirvine89
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Remarketing Lists for Search Ads
#ppc2015 @larrykim @markirvine89
• Customize search adsspecifically to people who recently visited your site!
• On Average:• Doubles Click Through
Rate (raises Quality Scores)
• Cuts CPC in Half
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So Where Will
Growth in PPC
Come From?
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95% of Time Online is Spent on Content Where Display Ads Can Reach Users
Your audience spends 95% of
its time on the web reading
and engaging with news sites,
blogs, general interest sites,
social networks, email and so
on….Everything else
95%
Search5%Customers consider, evaluate & advocate online
Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); http://www.online-
publishers.org/page.php/prmID/421
#ppc2015 @larrykim @markirvine89
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Display Clicks Are Cheaper
Industry Google Search Display Network
Finance $3.09 $1.03
Travel $0.29 $0.28
Shopping $0.25 $0.27
Jobs & Education $1.80 $0.34
Internet & Telecom $1.11 $0.40
Computers & Electronics $1.29 $0.44
Business & Industrial $1.67 $0.97
Home & Garden $0.76 $0.83
Autos & Vehicles $0.97 $1.03
Beauty & Fitness $1.11 $1.01
AVERAGE $1.23 $0.66
#ppc2015 @larrykim @markirvine89
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Display Clicks Convert OK
Industry Google Search Display Network
Finance 6.12% 5.12%
Travel 1.45% 2.99%
Shopping 3.58% 2.19%
Jobs & Education 6.09% 2.09%
Internet & Telecom 6.27% 8.59%
Computers & Electronics 4.79% 2.96%
Business & Industrial 4.23% 4.10%
Home & Garden 2.21% 3.43%
Autos & Vehicles 4.29% 6.15%
Beauty & Fitness 4.56% 2.27%
Average 4.36% 3.99%
#ppc2015 @larrykim @markirvine89
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Display CPAs are Usually
Lower
Industry Google Search Display Network
Finance $50.49 $20.12
Travel $20.00 $9.36
Shopping $6.98 $12.33
Jobs & Education $29.56 $16.27
Internet & Telecom $17.70 $4.66
Computers & Electronics $29.02 $14.86
Business & Industrial $39.48 $23.66
Home & Garden $34.39 $24.20
Autos & Vehicles $22.61 $16.75
Beauty & Fitness $24.34 $44.49
Average$27.46 $18.67
#ppc2015 @larrykim @markirvine89
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Weird Thing About Display Remarketing
Conversion
Rates
Increase With
More Ad
Impressions
#ppc2015 @larrykim @markirvine89
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Quick Recap:
• CPC’s from Search Going Up, Inventory Down (in Established Markets) – so be more picky!
• Display ads have much higher inventory, lower CPCs, Convert OK = Decent ROI and Scale.
#ppc2015 @larrykim @markirvine89
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PPC Trend #2
The Rise of Identity Based PPC Marketing
#ppc2015 @larrykim @markirvine89
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5. Website Targeting
(e.g.: Inc. Magazine or
Home & Garden
Weekly)
4. Keyword
Targeting (e.g.
Articles containing
“Health Insurance”)
3. Interests &
Market Segments
(e.g. Business
Services,
Photography)
2. Remarketing
(e.g. People who
visited the “buy”
page of your
website)
1. Identity
(e.g. Specific
Emails or Phone
Numbers)
Evolution of Display Ad Targeting Options
#ppc2015 @larrykim @markirvine89
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#ppc2015 @larrykim @markirvine89
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Email Marketing
• Limit Number of Blasts To Reduce Unsubscribes
• 0.5-2% Unsubscribes Each Blast
• People Need To Opt Into Your List
• Tons of Unqualified Emails on the List
People-Based Marketing
• Fixed
• Fixed
• Fixed
• Fixed!
People Based PPC is Like Email Marketing
but WAY Better!
#ppc2015 @larrykim @markirvine89
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Identity + User Demographics (Customer Persona) = $$$
#ppc2015 @larrykim @markirvine89
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A Twitter PPC Example: Promote a Guest Post on the Blog
• Tip: Check out #12experts for this and other amazing articles (or visit the WordStream blog)
#ppc2015 @larrykim @markirvine89
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Create a Custom List of “Industry Influencers”
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#ppc2015 @larrykim @markirvine89
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The Future of Display Ads is Native Mobile
#ppc2015 @larrykim @markirvine89
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Quick Recap:
• Display ad targeting is better than ever
• Identity based ad targeting opens up all sorts of new PPC marketing use cases!
• Identity + Behavioral / Demographic filters = $$$
• Future of Display = Native Mobile
#ppc2015 @larrykim @markirvine89
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PPC Trend #3
Google Taking Away All Our Toys!
#ppc2015 @larrykim @markirvine89
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RIP Keyword Match Types
#ppc2015 @larrykim @markirvine89
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RIP Device Targeting
#ppc2015 @larrykim @markirvine89
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Mindless Repetitive Tasks are Going Extinct
Recently Added / Changed or In Danger:
• Keywords (seriously!)
• Dynamic Sitelinks
• Etc.
#ppc2015 @larrykim @markirvine89
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So, Where to
Focus Efforts
On?
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Donkeys vs. Unicorns
• Be a Unicorn Not a Donkey!
#ppc2015 @larrykim @markirvine89
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Top 1% of Advertisers get 6x Avg. Click Through Rate
#ppc2015 @larrykim @markirvine89
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Top 10% of Advertisers get 3-5x Avg. Conversion Rates
#ppc2015 @larrykim @markirvine89
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First Mover Advantage
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New Ad Formats: YouTube & Gmail
#ppc2015 @larrykim @markirvine89
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Quick Recap:
• Mindless Repetitive Optimizations = Smaller Gains
• Strategic Marketing Focus = Huge Gains
• Don’t fret loss of old feature, instead be the first to use the new features.
• Be a unicorn among a sea of donkeys
#ppc2015 @larrykim @markirvine89
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PPC Trend #4
Convergence of Paid/Organic Teams, Rise of “Content Remarketing”
#ppc2015 @larrykim @markirvine89
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Me doing the Only PPC Marketing Session at INBOUND 2014
#ppc2015 @larrykim @markirvine89
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Social Platforms Are Killing off Organic Reach
#ppc2015 @larrykim @markirvine89
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Content Marketing +
Remarketing =
Content Remarketing
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Introducing Content Remarketing
• Amplify/promote your content to the right people
• Dramatically accelerate & increase brand recall
• Generate Sales and Qualified leads
#ppc2015 @larrykim @markirvine89
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How Content Remarketing Works
CREATEProduce content
& share on social
AMPLIFYSelectively promote top content on social media
TAGBuild remarketing
audience by tagging site visitors with a cookie
#ppc2015 @larrykim @markirvine89
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ADVERTISETarget your audience with display & social ads promoting offers
FILTERApply behavioral
and demographic filters on audience
CONVERTCapture qualified
leads or sale
#ppc2015 @larrykim @markirvine89
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Content Remarketing…
Where Content Remarketing Fitsin the Inbound Marketing Funnel
Lead Capture /Nurturing
Social Media Promotion
Blogging /Content CreationRelies on having great content
Dramatically amplifies social visibility
Makes this happen faster and more often
#ppc2015 @larrykim @markirvine89
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Where Content Remarketing Fits In
SEO & Content Marketing
PPC
Marketing
Social Media
Marketing
Content Remarketing!
Content Remarketing is on the
Intersection of Social, Content
and PPC Marketing.
#ppc2015 @larrykim @markirvine89
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Lets Review Some
Key Steps in Detail.
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How does stuff go “Viral”?
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Article Published On Friday at 5PM EST
#ppc2015 @larrykim @markirvine89
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Shared Content on my Social Media
#ppc2015 @larrykim @markirvine89
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Picked Up in Marketing Land 2 Hours Later…
#ppc2015 @larrykim @markirvine89
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Exponential Growth
#ppc2015 @larrykim @markirvine89
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Key Takeaway:
You Need Interesting Content
+ Influential People Finding Your Stuff
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People Who Aren’t Journalists Can Make Stuff Go “Viral”, Too.
#ppc2015 @larrykim @markirvine89
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Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed”
WordStream Articles
# o
f S
ocia
l S
ha
res
#ppc2015 @larrykim @markirvine89
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Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed”
WordStream Articles
# o
f S
ocia
l S
ha
res
#ppc2015 @larrykim @markirvine89
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Identity Marketing
is a Fantastic
Way to Pitch
Content
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Not All Your Content is Interesting to
Super-Connectors
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Probably Won’t End Up in The Wall St. Journal…
#ppc2015 @larrykim @markirvine89
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Paid Social Promotion to Regular Fans Makes All of Your Content Do Better.
WordStream Articles
# o
f S
ocia
l S
hare
s
#ppc2015 @larrykim @markirvine89
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How To Target Fans
(Regular People) on Social Media?
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Target Using Remarketing
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Target Fans With Post Engagement Ads
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Targeting Fans on Twitter
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Targeting Fans on Google+ Using +Post Ads and Retargeting
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AfterBefore
The Flywheel Effect of Social Promotion
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Promoting Content on The Google
Display Network Using Remarketing
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CPC vs. CTR on Google Display
Network
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Identify and
Promote These Like
Crazy
Not All Content is Equal: Only Promote
Your Best Stuff
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Push Display Ads Back To Your Content
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These Emotions Make People Click on Things
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Great Display Ads Look More Like Content
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Quick Summary
• Content marketing, social media and PPC
marketing are rapidly converging. Success will
require integrated paid/organic teams.
• Content Remarketing greatly amplifies Content
Marketing and Social Media Marketing
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www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages
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