how to make your content viral with paid promotion

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How To Make Your Content Go Viral With Paid PromotionHow To Make Your Content Go Viral With Paid Promotion

Larry Kim, Founder/CTO, WordStreamSept. 19, 2014

About Me

Larry Kim (@larrykim)• Founder & CTO of WordStream

• Commander of the Google AdWords Quality Score Rebellion

• Had a Kid 4 Months Ago (#ppckid)

Larry Kim (@larrykim)

Agenda: How To Make Content Go Viral w/ Paid Promotion

1. Why Paid Content Promotion?

2. Popular Paid Promotion Venues• Google Display Network• YouTube/Google+• Facebook• Twitter• Linkedin



Pick the Red or Blue Pill

You are Engaging in Paid Social Promotion …

Why Paid ContentPromotion?

~5% of Articles Get Half The Social Shares!


How Does Content Go “Viral”?


How Does Content Go “Viral”

Paid Promotion Can Increase Avg. Shares Per Article


Paid Promotion Makes OK Articles Do Better By Increasing Chances it will “Get Noticed”


The Case for Content Remarketing

• Low Hanging Fruit – People who know you are more likely to read/share your stuff

• Alternative To Email –Blasting too many articles results in unsubscribes and burn-out

• Supplement Falling Organic Post Reach – FB organic post reach is ~5% and falling

Remarketing on Google Display Network

Huge Reach!


Define a Customized List of Users to Target Your Ads

Tip: Use Existing Blog Categories!

Audience Membership Duration - Quantifying Ad Fatigue: Remarketing vs. Generic Display Ads

Ad Fatigue: Remarketing vs. Display Ads

Remarketing ads Fatigue at Half the

Rate ot Generic Display Ads

Remarketing ads Fatigue at Half the

Rate ot Generic Display Ads

Ad Fatigue: Remarketing vs. Display Ads

Conversion Rates

Increase With More

Ad Impressions

Conversion Rates

Increase With More

Ad Impressions

Be Bold! Get Tons of Ad Impressions

• Set Membership Duration: 3x Avg. Sale Cycle

• Set Impression Caps to Unlimited!

• Run Multiple Ads Per Campaign!

How To Make Killer

Remarketing Ads

14 Ad Formats on Google Display Network


• Vertical rectangle: 240 x 400• Mobile leaderboard: 320 x 50• Banner: 468 x 60• Leaderboard: 728 x 90• Square: 250 x 250• Small square: 200 x 200• Large rectangle: 336 x 280• Inline rectangle: 300 x 250• Skyscraper: 120 x 600• Wide skyscraper: 160 x 600• Half-page: 300 x 600• Etc.

So, Diversify Ad Formats


Ad Format Share ofImpressions

Leader board (728 x 90) 25.5%Inline rectangle (300 x 250) 25.1%Banner (468 x 60) 12.0%Wide skyscraper (160 x 600) 10.1%Large Rectangle (336 x 280) 8.6%Mobile leaderboard (320 x 50) 7.4%Half-page (300 x 600) 4.3%Square (250 x 250) 2.8%

CPC vs. CTR on Google Display Network


Higher CTR = Lower

CPC

Higher CTR = Lower

CPC

• Every 0.1% Increase/Decrease in CTR = +/- 21% CPC

The High Click Through Rate Game For Content Remarketing


1. Get HIGH CTRs not Low CTRs

2. You’ll Pay for More Clicks, But The Clicks Will Be Much Cheaper (as much as 400% less)

About Those Text Ads…


• 67.5% of Display Ads are Plain Text Ads!

Ad Click Through Rates Based on Format


Ad Format on Google Display Network

Click Through Rate

Text ads 0.23%

Image ads 0.31%

381% Tax on Text Ads vs. Image Ads!


Google Display Network Ad Format

CPC (USD)

Text $2.31

Custom Image $0.48

Ads That Push To Content


Amplify Your Best Stuff!


How to Find Your Best Articles

Why Content Marketers Are Fabulous PPC Marketers


Emotions That Make People Click On Content


Bid Strategies

Be Super Picky. Less is More!


Overlay Target Customer Demographics


Tip: Only Target Your Buyer Persona• Overlay User

Demographics: age, income, gender, interests, location, device, time, site category, language, time, parental status, etc.

How Content Remarketing Really Works

37Larry Kim (@larrykim)

1. Anonymous users visit your website. Tag them all.

2. Filter based on …– Visiting High Value Pages = High

Commercial Intent– Overlay User Demographics = Right

Target Buyer

3. Commercial Intent + Buyer Persona Match = $$$

Other Ad Formats

TrueView Ads on YouTube


+Post Ads on Google+


A Google+ Story


G+ Page Visibility Before And After


AfterBefore

The Flywheel Effect: Paid Social Promotion Generates Organic Engagement


Facebook Ads

Boost Posts?


People Who Like Your Page and Their Friends


Post Engagement Ad


Facebook Ad Retargeting


Key Differences Between FB and GDN


Twitter & LinkedIn

Paying For ContentPromotion

Cost Per Click: Search vs. Display Advertising


Industry Google Search Display Network

Finance $3.09 $1.03Travel $0.29 $0.28Shopping $0.25 $0.27Jobs & Education $1.80 $0.34Internet & Telecom $1.11 $0.40Computers & Electronics $1.29 $0.44

Business & Industrial $1.67 $0.97Home & Garden $0.76 $0.83Autos & Vehicles $0.97 $1.03Beauty & Fitness $1.11 $1.01

Conversion Rates by Industry



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 Cost Per Conversion



Finance $50.49 $20.12Travel $20.00 $9.36Shopping $6.98 $12.33Jobs & Education $29.56 $16.27Internet & Telecom $17.70 $4.66Computers & Electronics $29.02 $14.86Business & Industrial $39.48 $23.66Home & Garden $34.39 $24.20Autos & Vehicles $22.61 $16.75Beauty & Fitness $24.34 $44.49

Content Remarketing as % of PPC Budget


~66% Keyword Search Ads

~33% Display / Content Remarketing

Paid Content Promotion as % of Content Budget


~1/3 Content Creation

~1/3 Organic Content Promotion (Social/PR)

~1/3 Paid Content Promotion


Paid Content Promotion Will Your Site be a Unicorn in a Sea of Donkeys

Summary: Paid Content Promotion

• Creating Great Content isn’t Enough• Content Remarketing = Low Hanging Fruit!

Friendly Audience + Demographics = WIN• Huge Impact on Content Engagement


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