a growth hacker's guide to search engine marketing [webinar]

A Growth Hacker’s Guide toSearch Engine Marketing

&

Brought to you by:

www.wordstream.com/learn

Larry KimFounder & CTO, WordStream

@larrykim

Meet The Experts

Sean EllisCEO, Qualaroo

Founder, GrowthHackers.com@Sean Ellis

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Growth Hacking is…

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Relentless improvement of any and all the growth levers at your disposal using experimentation and data.

Key Elements of Growth Hacking

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Doubling Down

Persuasion Triggers

Relentless Improvement

Leveraging Emerging Exploits

All Used Growth Hacking Elements

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Why Growth Hacking Matters to SEM

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Growth hacking is about building and leveraging competitive edges.

Growth hacking goes beyond surface-level metrics to drive ultimate conversions.

Growth hacking looks outside of channel-specific tactics to create overall growth.

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DOUBLING DOWNRequires Cutting & Focusing

Focus on

Quality Score

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Impacts Ad Ranking

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Impacts Cost Per Click

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Impacts Impression Share

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Impacts Cost Per Conversion

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So … Get a High Quality Score

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It’s Not All That Complicated…

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Just Beat Expected CTR

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Crazy PPC Strategy

• Delete the Bottom Third of Your PPC Account

• Move the Budget to Remarketing Instead

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http://www.myconfinedspace.com/2009/07/11/star-wars-these-are-not-the-droids-youre-looking-for/star-wars-these-are-not-the-droids-youre-looking-for/

PERSUASION

TRIGGERSRequire Empathy

Write

Insane Ads

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Most Ads Suck

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Don’t Suck. Instead Write ‘Emotional’ Ads

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This Ad Gets 6x Above Average CTR

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Because Everyone Else Sucks …

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These Emotions Make People Click

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RELENTLESS

IMPROVEMENTMeans Constant Iteration

Use

Bid Multipliers

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Segment By Time …

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Location …

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And Device …

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Be Super Picky with Bid Multipliers!

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LEVERAGING

EMERGING EXPLOITSWith Deep Systems Knowledge

Go Mobile

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OMG! A Call Button.

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Call Button Changes Everything

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Calls to Businesses worth on Average 3x More Than Clicks to Websites!!

4. Captured

Lead

2. Calls

Business

2. Clicks On Ad

Desktop Search Conversion Funnel

3% Avg.

Conversion

Rate

Mobile Conversion Funnel

1. Sees Ad 1. Sees Ad

3. Visits Website

Landing Page3. Lead

Captured!!

Forget Mobile Sites…

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Key Mobile Tip!

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Desktop Search Conversion Funnel Mobile Conversion Funnel

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 3 5 7 9

Sear

ch Im

pre

ssio

n S

har

e

Ad Position

Search Impression share, by device

Desktop

Mobile

Tablet

Linear(Desktop)

Linear(Mobile)

Linear(Tablet)

Much less

likely to show

on mobile vs.

desktop

Gmail Ads

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Subject Line & Teaser:

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Desktop Search Conversion Funnel Mobile Conversion FunnelX-

Email Ad:

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Desktop Search Conversion Funnel Mobile Conversion FunnelX-

YouTube Ads

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Example Ads

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Desktop Search Conversion Funnel Mobile Conversion FunnelX-

Hundreds of New Features / Year

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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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www.qualaroo.com/plans

Double the Length of Qualaroo’s Free Trial to 30 Days!

Get powerful insights from visitors to improve campaign and webinar performance.

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