searchlove boston 2015 | larry kim, ‘mad science of ppc marketing for inbound marketers’
TRANSCRIPT
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Mad Science of PPC Marketing for Inbound Marketers!
Brought to you by:
www.wordstream.com/learn#searchlove @larrykim
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Welcome To Boston!
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Welcome To Boston!
A Few Random Facts About Me:
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I Live in Harvard Square
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I Live in Harvard Square
Originally from Winnipeg, Canada
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Actual Photos of Boston From February This Year
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I Live in Harvard Square
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WordStream’s Global Headquarters in Boston
2008 2015
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#searchlove @larrykim
My Kid Was Born Here 11 Months Ago (#ppckid)
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Today’s Agenda
• Why Every Inbound Marketer Needs to Know Paid Social Ads & Remarketing
• Using Paid Content Promotion and Remarketing on Twitter, Facebook, Linkedin, Google+, YouTube to 3-5x Increase Leads and Sales
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You are Attending a PPC Marketing Session
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Huge Ad Budgets Not Required
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Why Paid Social Ads & Remarketing for
Inbound Marketers ?
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#1: Most of Your Content Goes Nowhere
• 5% of Content = 56% of Page views
• Half of Content < 500 Page views
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#2: Facebook Organic Reach Stinks
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#3: Typical Conversion Rate Via Content <1%
Traffic Generation Activities
Captured Lead
Engage with Content
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#4: Low Brand Recall for SEO
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Many Content Marketing Campaigns Actually Look More Like …
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How does CONTENT MARKETING
really work ?
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#searchlove @larrykim
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How to make STEP 2 (Promotion) & Step 3 (Sales)
Happen with greater magnitude & frequency
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Content Marketing + Remarketing = Content Remarketing
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Introducing Content Remarketing
• Amplify/promote your content to the right people
• Dramatically accelerate & increase brand recall
• Generate Sales and Qualified leads
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STA
RT /
GO
How Content Remarketing Works
CREATEProduce content
& share on social
AMPLIFYSelectively
promote top content on
social media
TAG Build remarketing
audience by tagging site visitors
with a cookie3
1
2
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ADVERTISETarget your
audience with display & social ads promoting
offers
FILTER Apply behavioral
and demographic
filters on audience
CONVERT Capture qualified
leads or sale
END
/ REPEAT
4
6
5
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Content Remarketing…
Content Remarketing & The Inbound Marketing Funnel
Lead Capture /Nurturing
Social Media Promotion
Blogging /Content Creation
CLOSED DEAL!
Relies on having great content
Dramatically amplifies social visibility
Makes conversions happen faster and more often
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Where Content Remarketing Fits In
SEO & Content Marketing
PPC Marketing
Social Media Marketing
Content Remarketing!
Content Remarketing is on the Intersection of Social, Content and PPC Marketing.
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Lets Review Some Key Steps in Detail: (Amplify & Convert)#searchlove @larrykim
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Paid Content Amplification
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Promoted Tweet Campaigns
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Basic Targeting Options
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Note: Keyword Targeting on Social is Different
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Google Twitter / Facebook (Etc.)
infant clothes boy Julian’s first birthdaylawyer auto accident Some dumbass hit my carpink dress I have nothing to wear for the
concert!online dating Emma just broke up with memobile landing page tools
#mobilegeddon
Social Keywords: Higher Funnel, Informational, Conversational, Hashtags
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Twitter Ads Hack #1: Tweet More Often
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How To Know if You’re Tweeting Too Much
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Twitter Ads Hack #2: Leverage Twitter Ads Quality Score
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Twitter’s Top Secret Quality Score
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1 Point Increase in Engagement Rate = Approx 5% Decrease in Cost Per Engagement
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Facebook Ads Also Has “Relevance Score”
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• Higher post engagement = higher Relevance Score
• Higher Relevance Score = More Impression Share and Lower Cost Per Engagement
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Twitter Ads Hack #3: Promote Top 1-2% Most Engaging Tweets
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Paid Social Promotion Yields Free Clicks
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Buy one Retweet, Get +3 Clicks Free!!
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How To Find High Engagement Tweets?
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Twitter Ads Hack #4: Use Custom Audiences
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A True Twitter Ads Story
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Shared Content to My Social Media
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Promoted Post To My List of “Industry Influencers”
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Story Appears in Marketing Land 2 Hours Later..
• Nice High SEO Value Editorial Link!
• Drives tons of Referral Traffic, Too!
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Exponential Growth!!
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People Who Aren’t Journalists Can Make Stuff Go “Viral”, Too.
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Paid Social ROI Analysis
• 500 High Value Press Pickups and Links
• Great Brand Exposure • +100k Site Visitors • Total Cost: $50 • Total Time: 30 Minutes
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Millions of Back Links = Millions of Visitors
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What About Facebook Ads?
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Should I “Boost Posts” on Facebook?
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“Boost Post on Facebook”:
IT’S A TRAP!
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Facebook Boost Post is Way Too Un-Targeted
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Social Ads Hack #5: Facebook Ads 10x More Powerful!
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Target Facebook Ads By Recent Purchases
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Target Facebook Ads By Life Events
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Upload Custom Facebook Audiences
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Get Creative By Layering Targeting Methods
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Key To Victory in Social Ads: High Engagement
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• Better Ad Targeting = Better Post Engagement
• Lower Cost Per Engagement and Higher Impression Share
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What About Google+ Ads?
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+Post Ads on Google+
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• No Ads in Google+ Timelines
• Instead Google+ Updates Show Up All Over The Web as Display Ads
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Google+ Company Page Engagement Before and After
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AfterBefore
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What About Linkedin Ads?
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However LinkedIn Blogging a Totally Different Story…
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The Secret To Getting Massive Content Exposure on LinkedIn
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Secret to be revealed in “Lets Get Real” Session!!
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What About YouTube Ads?
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What About YouTube Ads?
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What About YouTube Ads?
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YouTube TrueView Ads!
What About YouTube Ads?
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YouTube Hack: Use Ads to Buy SEO Rankings
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Summary: Social Promotion to Amplify Content Reach
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1. Every content marketer should be doing some Paid Social
2. High Engagement Rate = High Quality Score = Low Costs and Huge Reach
3. Be Picky: Target specific people, highly targeted demographics to increase engagement rates
4. Use Ads to Catalyze Organic Efforts
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Converting Clicks to Your Content into
Leads & Sales
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Remarketing + Content Marketing = $$$
#CROPPC#searchlove @larrykim
• Remarketing Requires Content to Work • Dramatically Increase Recall (Direct & Brand visits) • Identify Qualified Prospects and Buyers &
Accelerates Buying Process
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Remarketing on The Google Display
Network (GDN)
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These are Google Display Ads!!
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I want to learn a little about you
I want to learn a little about you
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Define a Customized List of Users to Target
Your AdsTip: Use Existing Blog Categories!
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Crazy Hack to Double Conversions From Remarketing Ads…
Conversion Rates
Doubles With More
Ad Impressions
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Remarketing Hack: Be Bold! Get Tons of Ad Impressions
• Set Membership Duration: 3x Avg. Sale Cycle
• Set Impression Caps to Unlimited!
• Run Multiple Ads Per Campaign!
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Google Display Ads Hack: High Quality Score = Low CPC!
Every 0.1% increase or decrease in Ad Click Through Rate yields +/- 19% in Average Cost Per Click (CPC)
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Make Sure Your Ads Don’t Suck… (67.5% of them are Text)
Real Display Ads Do Better:
Notice it uses Branding (Company Logo) AND pushes to an offer!
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Try Pushing Ads To Your Content Downloads
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Display Ads Hack: Promote Your Best Content!
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Your Top Content Gets Most of the Engagement. Identify and Promote Those Articles!
These Emotions Make People Click on Things on the Web
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Display Ads Hack: Great Display Ads Look Like Content!
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Lead Generation on Twitter: Remarketing
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Powerful New Social Ad Formats
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User’s Name, Email and Twitter Name are automatically emailed or posted to you!
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New Social Ad Formats are Game Changers
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New 1-Click Ad Formats (“Cards”)
1. Sees Ad
2. Calls Business
3. Lead Captured
No Leaky Landing Page!
Old Social Ads
1. Sees Ad
2. Clicks On Ad
3. Visits Website Landing Page
4. Lead Captured 3% Average Conversion
Rate!
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Lead Generation via Facebook: Remarketing!
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Facebook Remarketing is on Steroids!
• Overlay thousands of demographic and behavioral targeting filters to only target your ideal customer.
• Facebook remarketing finds the needle in the haystack!
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How Facebook Remarketing is Incredible!!
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 = $$$
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Don’t Spend Too Much Money on Paid Social & Remarketing!
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Summary: Mad Science of PPC for Inbound Marketing
#searchlove @larrykim
1. Always Promote top 2% of Posts
2. High Engagement Rats is Key
3. Use Social Ads for PR Pitching & Link building
4. LinkedIn Ads Suck 5. Use Paid Ads to
Catalyze Organic SEO
6. Never use Facebook Boost Post
7. Make Display Ads Look Like Content
8. Convert 3x More Leads from Content With Remarketing
9. Try out New Social Ad Formats
10. Everyone should do some Paid Social + Remarketing
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Paid Social Ads + Remarketing Can Make Your Content be a Unicorn in a Sea of Donkeys
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Thank You SearchLove Boston!
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