A Growth Hacker’s Guide toSearch Engine Marketing
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Brought to you by:
www.wordstream.com/learn
Larry KimFounder & CTO, WordStream
@larrykim
Meet The Experts
Sean EllisCEO, Qualaroo
Founder, GrowthHackers.com@Sean Ellis
#SEMhacks
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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