the state of ppc marketing in 2015 and beyond
TRANSCRIPT
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
About Larry
• Founded WordStreamin 2007
• Obsessed about Quality Score
• Have a 9-Month Year Old Kid (#ppckid)
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
Actual Photos From My Commute From Boston to SMX West …
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
PPC TREND #1
Price and Inventory Headwinds in Paid
Search
searchmarketingexpo.com@LarryKim
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HOWEVER, PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED MARKETS!
Source: Approx. 2000 WordStream Customers
searchmarketingexpo.com@LarryKim
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What About Ad Inventory Volumes in Established Markets?
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FEWER AD SPOTS ON MOBILE (which is 50% of searches in 2015)
VS.
searchmarketingexpo.com@LarryKim
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High CPCs & Low Growth in Search
Volume in Established Markets
(YIKES!)
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
WINNING AT PAID SEARCH IN 2015 MEANS BEING MORE PICKY THAN BEFORE
Quantity of Searches
Pri
ce o
f Paid
Searc
h C
licks
Fewer, Higher Quality, more
expensive clicks
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
• Customize search adsspecifically to people who recently visited your site!
• On average:• Doubles CTR, raises Quality Score
• Cuts CPC in HALF!
REMARKETING LISTS FOR SEARCH ADS
searchmarketingexpo.com@LarryKim
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Your audience spends 95% of its time on the web reading and engaging with news sites, blogs, general interest sites, social networks, email, etc.
95% OF TIME ONLINE IS SPENT ON CONTENT WHERE DISPLAY ADS CAN REACH USERS
Customers consider, evaluate, and advocate online.
Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); http://www.online-publishers.org/page.php/prmID/421
Everything else95%
Search5%
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
DISPLAY CLICKS ARE CHEAPER
Industry Google Search Display Network
Finance $3.09 $1.03
Travel $0.29 $0.28
Shopping $0.25 $0.27
Jobs & Education $1.80 $0.34
Internet & Telecom $1.11 $0.40
Computers & Electronics $1.29 $0.44
Business & Industrial $1.67 $0.97
Home & Garden $0.76 $0.83
Autos & Vehicles $0.97 $1.03
Beauty & Fitness $1.11 $1.01
AVERAGE $1.23 $0.66
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
DISPLAY CLICKS CONVERT OK
Industry Google Search Display Network
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 4.36% 3.99%
searchmarketingexpo.com@LarryKim
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DISPLAY CPAs ARE USUALLY LOWER
Industry Google Search Display Network
Finance $50.49 $20.12
Travel $20.00 $9.36
Shopping $6.98 $12.33
Jobs & Education $29.56 $16.27
Internet & Telecom $17.70 $4.66
Computers & Electronics $29.02 $14.86
Business & Industrial $39.48 $23.66
Home & Garden $34.39 $24.20
Autos & Vehicles $22.61 $16.75
Beauty & Fitness $24.34 $44.49
Average $27.46 $18.67
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
WEIRD THING ABOUT DISPLAY REMARKETING
Conversion Rates Increase With More Ad Impressions
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• CPCs from search are going up, inventory down (in established marketing) – so be pickier!
• Display ads have a much higher inventory, lower CPCs, Convert OK = Decent ROI and Scale
QUICK RECAP
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
PPC TREND #2
The Rise of Identity-Based PPC Marketing
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EVOLUTION OF DISPLAY AD TARGETING OPTIONS
5. Website Targeting(e.g.: Inc. Magazine or Home & Garden Weekly)
4. Keyword Targeting (e.g.
Articles containing “Health Insurance”)
3. Interests & Market Segments(e.g. Business Services, Photography)
2. Remarketing(e.g. People who
visited the “buy” page of your website)
1. Identity(e.g. Specific Emails or
Phone Numbers)
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Email Marketing
• Limit # of blasts to reduce unsubscribes
• 0.5-2% unsubscribes each blast
• People need to opt into your list
• Tons if unqualified emails on the list
People-Based Marketing
• FIXED
• FIXED
• FIXED
• FIXED
PEOPLE-BASED PPC IS LIKE EMAIL MARKETING BUT WAY BETTER!
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
Identity Based Marketing Opens Up a TON of New and
Exciting Advertising Use Cases!!
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Key Takeaway:
You need interesting content + influential people finding your stuff
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PEOPLE WHO AREN’T JOURNALISTS CAN MAKE STUFF GO “VIRAL” TOO
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IDENTITY MARKETING TO SPECIFIC INFLUENCES INCREASES THE CHANCE OF GETTING “NOTICED”
WordStream Articles
# o
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ocia
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hares
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
WordStream Articles
# o
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IDENTITY MARKETING TO SPECIFIC INFLUENCES INCREASES THE CHANCE OF GETTING “NOTICED”
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
IDENTITY + USER DEMOGRAPHICS (CUSTOMER PERSONA) = $$$
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
• Display ad targeting is better than ever
• Identity-based ad targeting opens up all sorts of new PPC marketing use cases!
• Identity + Behavioral/Demographic Filters = $$$
• Future of Display Ads = Native Mobile
QUICK RECAP
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
RIP KEYWORD MATCH TYPES
These are Pretty Much all
the Same Now!
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Recently Added/Changed or In Danger:
• Keywords (seriously!)
• Dynamic Sitelinks
• Etc.
MINDLESS REPETITIVE TASKS ARE GOING EXTINCT
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#SMX #futurePPC
TOP 10% OF ADVERTISERS GET 3-5X AVG. CONVERSION RATES
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• Mindless repetitive optimizations = smaller gains
• Strategic marketing focus = HUGE gains
• Don’t fret loss of old features, be the FIRST to use new features
• Be a unicorn among a sea of donkeys
QUICK RECAP
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
PPC TREND #4
Convergence of Paid/Organic Teams,
Rise of “Content Remarketing”
searchmarketingexpo.com@LarryKim
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HELL HAS FROZEN OVER: ME DOING THE ONLY PPC MARKETING SESSION AT HUBSPOT INBOUND 2014
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
Content Marketing + Remarketing =
Content Remarketing
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• Amplify/promote your content to the right people
• Dramatically accelerate & increase brand recall
• Generate sales and qualified leads
INTRODUCING CONTENT REMARKETING
searchmarketingexpo.com@LarryKim
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How Content Remarketing Works
CREATEProduce content
& share on social
AMPLIFYSelectively promote top content on social media
TAGBuild remarketing
audience by tagging site visitors with a cookie
ADVERTISETarget your
audience with display & social ads promoting
offers
FILTERApply behavioral
and demographic
filters on audience
CONVERTCapture qualified leads or sale
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#SMX #futurePPC
WHERE CONTENT REMARKETING FITS IN THE INBOUND MARKETING FUNNEL
Content Remarketing…
Relies on having great content
Dramatically amplifies social visibility
Makes this happen faster and more often
Lead Capture /Nurturing
Social Media Promotion
Blogging /Content Creation
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
Content Remarketing!
WHERE CONTENT REMARKETING FITS IN
SEO & Content Marketing
PPCMarketing
Social MediaMarketing
Content Remarketing is on the intersection of social, content, and PPC marketing.
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
PAID SOCIAL PROMOTION TO REGULAR FANS MAKES ALL OF YOUR CONTENT DO BETTER
WordStream Articles
# o
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ocia
l S
hares
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
How to (Cheaply) Target Fans (Regular People) on Social Media
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TARGET FANS ON GOOGLE+ USING +POST ADS AND RETARGETING
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THE FLYWHEEL EFFECT OF SOCIAL PROMOTION
AfterBefore
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Promoting Content on the Google Display Network Using Remarketing
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CPC VS. CTR ON GOOGLE DISPLAY NETWORK
Higher Ad CTR = Lower CPC!!
Every +0.1% CTR Yields -20% CPC.
searchmarketingexpo.com@LarryKim
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NOT ALL CONTENT IS EQUAL: ONLY PROMOTE YOUR BEST STUFF
Identify and Promote These Like Crazy
searchmarketingexpo.com@LarryKim
#SMX #futurePPC
• Content remarketing, social media, and PPC marketing are rapidly converging. Success will require integrated paid/organic teams.
• Content remarketing greatly amplifies content marketing and social media marketing
QUICK SUMMARY