Download - 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
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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
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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.
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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
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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%
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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
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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
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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!
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Results after 1 Year
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Impact on User Engagement
• Time on Site Increased from 1:33 to 4:35 (TRIPLED!!)
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Impact on User Engagement
• New Visitor Rate Fell From 79.8% to 66.63%• (Meaning, Visitors are actually returning)
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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
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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
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Still Not Convinced?
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Remarketing = Your Secret SEO Weapon
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