remarketing case study: the secret rocket fuel for your content marketing and seo efforts

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Remarketing Case Study: Remarketing Case Study: The Secret Rocket Fuel For The Secret Rocket Fuel For your Content Marketing your Content Marketing and SEO Effortsand SEO Efforts

Remarketing Case Study: Remarketing Case Study: The Secret Rocket Fuel For The Secret Rocket Fuel For your Content Marketing your Content Marketing and SEO Effortsand SEO Efforts

Larry Kim, WordStreamInteractivity Digital 2013, Miami, FloridaMay 16, 2013

Case Study: How I Generate Leads For My Business

• About WordStream and our Advertising Goals• Making the Case for Remarketing • My Approach• The Results!

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About Me

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• Larry Kim (@larrykim)– Been doing PPC & SEO for 13 Years!– Started WordStream 5 years ago.– Raised 16M in VC Funding– 70 People / ~1000 Customers– Today we’re an industry-leading provider of

The 20 Minute PPC Work Week and The AdWords Grader

Organic Search Success?

• Blog Gets Approximately Half Million visitors / month• Compound Monthly Growth Rate of Visits = 8.4%

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How?

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SEO Success! (Or.. not?)

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Problem 1: Low Visitor Engagement

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Problem 2: Low Conversion Rate

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Traffic Generation Activities

Customer Signup

Offer Sign Up

Key Challenge: The Conversion Rate from Website Visitor to Offer Sign up was in the mid single digits.

Problem 3: Virtually No Branded Searches

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So Actually, Situation is Really More Like …

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The Case for Remarketing on Google Display Network?

• Opportunity to …– Turn abandoners into leads– Increase Branded Searches– Increase repeat visitor rates &

engagement– Increase effectiveness of SEO &

Content Marketing?

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Users who have visited your web

site

Bring them back to your website

Re-Engage With Previous Visitors

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of people who visit a website leave without completing the actions marketers want them to take

96%

Your Ad

Your SiteX-

of people abandon their shopping cart without completing a purchase

70%

Google Display Network Reach in the US

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92% reach across millions of sites, videos and devices

Sites Games VideoFeeds MobileSocial media

Adsense publisher network

• 204M visitors/month

• 92% of U.S. internet users

• 317B impressions/month

• Hundreds of comScore 1000 sites

Doubleclick ad exchange

• Hundreds of premium publishers, with hundreds of millions of ad placements available every day

Google O&O properties

YouTube

•1B+ video views/day

•2nd largest search engine

•5% of all online time spent

Google sites

•Finance

•Blogger 8.1M

Display Network

Typical Reach of Remarketing…

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1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently

Of the typical remarketing audience, find

Reach them on between As they visit 20 or more pages on a typical day across

84%…within a month

10-18 days… or more out of the month

5-10 sites… of which all pages and

sites have ad space available to Google Display Network

buyers

Audience Definition Strategy

• Funnel and Product Based List Segmentation

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WordStream’s Remarketing Ads

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• Ads that both reinforce WordStream brand while driving to a conversion!

Results after 1 Year

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Impact on User Engagement

• Time on Site Increased from 1:33 to 4:35 (TRIPLED!!)

Impact on User Engagement

• New Visitor Rate Fell From 79.8% to 66.63%• (Meaning, Visitors are actually returning)

Impact on Repeat Visitors

• Percentage of new visitors fell from 79.8% to 68.6%• Meaning, people are way more likely to come back

now

WHAT? HOW?

• 43 Million Ad Impressions This Year So Far• Cost Per Lead for Remarketing Campaigns: 10% Less

than our CPA for Google Search• Site Conversion Rate up by 51%!!• Display Ads = 50% of PPC Spend

Still Not Convinced?

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Remarketing = Your Secret SEO Weapon

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Thank You #ID2013!

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Larry Kim (@larrykim)lkim@wordstream.com