CONFIDENTIAL – DO NOT DISTRIBUTERemarketing Case Study:Remarketing Case Study:The Secret Rocket Fuel ForThe Secret Rocket ...
Case Study: How I Generate Leads For My Business• About WordStream and our Advertising Goals• Making the Case for Remarket...
About Me3• Larry Kim (@larrykim)– Been doing PPC & SEO for 13 Years!– Started WordStream 5 years ago.– Raised 16M in VC Fu...
Organic Search Success?• Blog Gets Approximately Half Million visitors / month• Compound Monthly Growth Rate of Visits = 8...
How?CONFIDENTIAL – DO NOT DISTRIBUTE 5
SEO Success! (Or.. not?)CONFIDENTIAL – DO NOT DISTRIBUTE 6
Problem 1: Low Visitor EngagementCONFIDENTIAL – DO NOT DISTRIBUTE 7
Problem 2: Low Conversion Rate8Traffic Generation ActivitiesCustomer SignupOffer Sign UpKey Challenge: The Conversion Rate...
Problem 3: Virtually No Branded Searches9
So Actually, Situation is Really More Like …CONFIDENTIAL – DO NOT DISTRIBUTE 10
The Case for Remarketing on Google DisplayNetwork?• Opportunity to …– Turn abandoners into leads– Increase Branded Searche...
Re-Engage With Previous VisitorsCONFIDENTIAL – DO NOT DISTRIBUTE 12of people who visit a websiteleave without completingth...
Google Display Network Reach in the US1392% reach across millions of sites, videos and devicesSites Games VideoFeeds Mobil...
Typical Reach of Remarketing…CONFIDENTIAL – DO NOT DISTRIBUTE 141. Reach 2. Frequency 3. DiversityOn various pagesReach mo...
Audience Definition Strategy• Funnel and Product Based List Segmentation15
WordStream’s Remarketing Ads16• Ads that both reinforce WordStream brandwhile driving to a conversion!
Results after 1 YearCONFIDENTIAL – DO NOT DISTRIBUTE 17
Impact on User Engagement• Time on Site Increased from 1:33 to 4:35(TRIPLED!!)
Impact on User Engagement• New Visitor Rate Fell From 79.8% to 66.63%• (Meaning, Visitors are actually returning)
Impact on Repeat Visitors• Percentage of new visitors fell from 79.8% to 68.6%• Meaning, people are way more likely to com...
WHAT? HOW?• 43 Million Ad Impressions This Year So Far• Cost Per Lead for Remarketing Campaigns: 10% Lessthan our CPA for ...
Still Not Convinced?CONFIDENTIAL – DO NOT DISTRIBUTE 22
Remarketing = Your Secret SEO Weapon23
Thank You #ID2013!24Larry Kim (@larrykim)lkim@wordstream.com
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Remarketing Case Study: The Secret Rocket Fuel For your Content Marketing and SEO Efforts

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  • Show how the keyword expansion is easier using a tool. Explain that we’re following the same best practices that Brad Suggested.
  • Show how the keyword expansion is easier using a tool. Explain that we’re following the same best practices that Brad Suggested.
  • Show how the keyword expansion is easier using a tool. Explain that we’re following the same best practices that Brad Suggested.
  • Talk about the reasons why we thought that there could be a great opportunity here.
  • Talk about the reasons why we thought that there could be a great opportunity here.
  • Talk about the process of defining different audiences based on where they visited on our website, so that we can message to them differently in our ads. Talk about how we didn’t have to use managed placements because we already have people visiting the site and we’re merely trying to convert them.
  • Describe how we target different ads to different audiences. Mention that even though there are ad builders available from google, we designed our own.
  • Remarketing Case Study: The Secret Rocket Fuel For your Content Marketing and SEO Efforts

    1. 1. CONFIDENTIAL – DO NOT DISTRIBUTERemarketing Case Study:Remarketing Case Study:The Secret Rocket Fuel ForThe Secret Rocket Fuel Foryour Content Marketing andyour Content Marketing andSEO EffortsSEO EffortsLarry Kim, WordStreamInteractivity Digital 2013, Miami, FloridaMay 16, 2013
    2. 2. Case Study: How I Generate Leads For My Business• About WordStream and our Advertising Goals• Making the Case for Remarketing• My Approach• The Results!2
    3. 3. About Me3• 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 ofThe 20 Minute PPC Work Week and TheAdWords Grader
    4. 4. Organic Search Success?• Blog Gets Approximately Half Million visitors / month• Compound Monthly Growth Rate of Visits = 8.4%CONFIDENTIAL – DO NOT DISTRIBUTE 4
    5. 5. How?CONFIDENTIAL – DO NOT DISTRIBUTE 5
    6. 6. SEO Success! (Or.. not?)CONFIDENTIAL – DO NOT DISTRIBUTE 6
    7. 7. Problem 1: Low Visitor EngagementCONFIDENTIAL – DO NOT DISTRIBUTE 7
    8. 8. Problem 2: Low Conversion Rate8Traffic Generation ActivitiesCustomer SignupOffer Sign UpKey Challenge: The Conversion Rate fromWebsite Visitor to Offer Sign up was in the midsingle digits.
    9. 9. Problem 3: Virtually No Branded Searches9
    10. 10. So Actually, Situation is Really More Like …CONFIDENTIAL – DO NOT DISTRIBUTE 10
    11. 11. The Case for Remarketing on Google DisplayNetwork?• Opportunity to …– Turn abandoners into leads– Increase Branded Searches– Increase repeat visitor rates &engagement– Increase effectiveness of SEO &Content Marketing?11Users who havevisited your web siteBring them back toyour website
    12. 12. Re-Engage With Previous VisitorsCONFIDENTIAL – DO NOT DISTRIBUTE 12of people who visit a websiteleave without completingthe actions marketers want themto take96%Your AdYour SiteX-of people abandon theirshopping cart withoutcompleting a purchase70%
    13. 13. Google Display Network Reach in the US1392% reach across millions of sites, videos and devicesSites Games VideoFeeds MobileSocial mediaAdsense publishernetwork• 204M visitors/month• 92% of U.S. internet users• 317B impressions/month• Hundreds of comScore 1000sitesDoubleclick adexchange• Hundreds of premiumpublishers, with hundreds ofmillions of ad placementsavailable every dayGoogle O&O propertiesYouTube•1B+ video views/day•2ndlargest search engine•5% of all online time spentGoogle sites•Finance•Blogger 8.1MDisplay Network
    14. 14. Typical Reach of Remarketing…CONFIDENTIAL – DO NOT DISTRIBUTE 141. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequentlyOf the typical remarketingaudience, findReach them on between As they visit 20 or more pageson a typical day across84%…within a month10-18 days… or more out of the month5-10 sites… of which all pages andsites have ad space availableto Google Display Network buyers
    15. 15. Audience Definition Strategy• Funnel and Product Based List Segmentation15
    16. 16. WordStream’s Remarketing Ads16• Ads that both reinforce WordStream brandwhile driving to a conversion!
    17. 17. Results after 1 YearCONFIDENTIAL – DO NOT DISTRIBUTE 17
    18. 18. Impact on User Engagement• Time on Site Increased from 1:33 to 4:35(TRIPLED!!)
    19. 19. Impact on User Engagement• New Visitor Rate Fell From 79.8% to 66.63%• (Meaning, Visitors are actually returning)
    20. 20. Impact on Repeat Visitors• Percentage of new visitors fell from 79.8% to 68.6%• Meaning, people are way more likely to come backnow
    21. 21. WHAT? HOW?• 43 Million Ad Impressions This Year So Far• Cost Per Lead for Remarketing Campaigns: 10% Lessthan our CPA for Google Search• Site Conversion Rate up by 51%!!• Display Ads = 50% of PPC Spend
    22. 22. Still Not Convinced?CONFIDENTIAL – DO NOT DISTRIBUTE 22
    23. 23. Remarketing = Your Secret SEO Weapon23
    24. 24. Thank You #ID2013!24Larry Kim (@larrykim)lkim@wordstream.com
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