A Growth Hacker's Guide to Search Engine Marketing [Webinar]

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Internet Marketing Software - WordStream

For more information, visit www.wordstream.com This webinar covers a growth hacker’s approach to paid search. Learn what growth hacking actually is (and what it isn’t) from Qualaroo CEO Sean Ellis—the guy who coined the term. See WordStream Founder & CTO Larry Kim demonstrate how to apply the philosophy to search marketing and find new wins in your campaigns. Go beyond PPC best practices with 10 innovative growth-hacking principals you can apply immediately to take your search marketing to the next level.

Technology

A Growth Hacker’s Guide to
Search Engine Marketing
&
Brought to you by:
www.wordstream.com/learn

Larry Kim
Founder & CTO, WordStream
@larrykim
Meet The Experts
Sean Ellis
CEO, Qualaroo
Founder, GrowthHackers.com
@Sean Ellis
#SEMhacks

Growth Hacking is…
#SEMhacks
Relentless improvement of any and all
the growth levers at your disposal
using experimentation and data.

Key Elements of Growth Hacking
#SEMhacks
 Doubling Down
 Persuasion Triggers
 Relentless Improvement
 Leveraging Emerging Exploits

All Used Growth Hacking Elements
#SEMhacks

Why Growth Hacking Matters to SEM
#SEMhacks
 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.

#SEMhacks
DOUBLING DOWN
Requires Cutting & Focusing

It’s Not All That Complicated…
#SEMhacks

Crazy PPC Strategy
• Delete the Bottom
Third of Your PPC
Account
• Move the Budget to
Remarketing Instead
#SEMhacks

#SEMhacks
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
TRIGGERS
Require Empathy

Don’t Suck. Instead Write ‘Emotional’ Ads
#SEMhacks

This Ad Gets 6x Above Average CTR
#SEMhacks

These Emotions Make People Click
#SEMhacks

#SEMhacks
RELENTLESS
IMPROVEMENT
Means Constant Iteration

Be Super Picky with Bid Multipliers!
#SEMhacks

#SEMhacks
LEVERAGING
EMERGING EXPLOITS
With Deep Systems Knowledge

Call Button Changes Everything
#SEMhacks
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 Page
3. Lead
Captured!!

Key Mobile Tip!
#SEMhacks
Desktop Search Conversion Funnel Mobile Conversion Funnel
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 3 5 7 9
SearchImpressionShare
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

Subject Line & Teaser:
#SEMhacks
Desktop Search Conversion Funnel Mobile Conversion Funnel
X
-

Email Ad:
#SEMhacks
Desktop Search Conversion Funnel Mobile Conversion Funnel
X
-

Example Ads
#SEMhacks
Desktop Search Conversion Funnel Mobile Conversion Funnel
X
-

Hundreds of New Features / Year
#SEMhacks

www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages
#SEMhacks

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.
#SEMhacks

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