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Harnessing the Awesome Power of Identity-Based PPC Marketing by Larry Kim - #SEJSummit New York City

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Harnessing the Awesome Power of Identity-Based PPC Marketing by Larry Kim - #SEJSummit New York City

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Harnessing the Awesome Power of Identity-Based PPC Marketing by Larry Kim - #SEJSummit New York City

  1. 1. A Few Random Facts About Me
  2. 2. #SEJSummit #Searchmetrics @larrykim
  3. 3. #SEJSummit #Searchmetrics @larrykim
  4. 4. Actual Photos of Boston From February This Year
  5. 5. I Live in Harvard Square, Cambridge, MA #SEJSummit #Searchmetrics @larrykim
  6. 6. WordStream’s Global Headquarters in Boston 2008 2015
  7. 7. Download Slides Here: bit.ly/sejsummit-ny
  8. 8. 3 Takeaways 1. Biggest Evolution in Ad Targeting in History of Advertising, Ever. 2. Why? Combines the precision of email marketing with the s cale of PPC marketing 3. Opens up unprecedented new marketing opportunities!
  9. 9. #SEJSummit #Searchmetrics @larrykim
  10. 10. Emails end up in “Promotions” Tab #SEJSummit #Searchmetrics @larrykim
  11. 11. Marketing Emails Ending Up in Roll-Ups, etc. #SEJSummit #Searchmetrics @larrykim
  12. 12. Email CTRs Falling Over Time #SEJSummit #Searchmetrics @larrykim
  13. 13. Increasingly Complex Email Regulations #SEJSummit #Searchmetrics @larrykim
  14. 14. HOWEVER, PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED MARKETS! #SEJSummit #Searchmetrics @larrykim
  15. 15. Search Ads Aren’t Cheap Anymore #SEJSummit #Searchmetrics @larrykim
  16. 16. APPS ARE STEALING FROM DESKTOP SEARCHES! #SEJSummit #Searchmetrics @larrykim
  17. 17. FEWER AD SPOTS ON MOBILE (which is 50% of searches in 2015) VS. #SEJSummit #Searchmetrics @larrykim
  18. 18. Facebook Organic Reach Keeps Sinking #SEJSummit #Searchmetrics @larrykim
  19. 19. So, Many PPC/Social Media/Email Marketing Efforts Actually More Like … #SEJSummit #Searchmetrics @larrykim
  20. 20. How to make your: • Email Marketing • PPC Marketing • Social Media Marketing Generate 10x More Engagement at 1/10th the Cost?? #SEJSummit #Searchmetrics @larrykim
  21. 21. Identity-Based PPC Marketing Will Save The Day! #SEJSummit #Searchmetrics @larrykim
  22. 22. The Evolution of Display Ad Targeting 5. Website Targeting (e.g. Inc. Magazine or Home & Garden Weekly) 3. Interests & Market Segments (e.g. Business Services, Photography) 4. Keyword Targeting (e.g. Articles containing “Health Insurance”) 2. Remarketing (e.g. People who visited the “buy” page of your website) 1. Identity (e.g. Specific emails or phone numbers) #SEJSummit #Searchmetrics @larrykim
  23. 23. New “Tailored Audiences” or “Custom Audiences” #SEJSummit #Searchmetrics @larrykim
  24. 24. People-Based Marketing is Like Email Marketing But Better Email Marketing Limit number of blasts to reduce unsubscribes .5-2% unsubscribes each blast People Need to opt into your list Tons of unqualified emails on the list People-Based Marketing Fixed Fixed Fixed Fixed #SEJSummit #Searchmetrics @larrykim
  25. 25. Identity Marketing Using Custom Audiences in Social Ads Identity based marketing opens up a TON of new and exciting advertising use cases! #SEJSummit #Searchmetrics @larrykim
  26. 26. True Story of the Power of Identity-Based Marketing #SEJSummit #Searchmetrics @larrykim
  27. 27. Shared the Article on My Social Media #SEJSummit #Searchmetrics @larrykim
  28. 28. Promoted Post to My List of Influencers #SEJSummit #Searchmetrics @larrykim
  29. 29. Story Picked Up in Marketing Land in 2 Hours #SEJSummit #Searchmetrics @larrykim
  30. 30. +500 Press Pickups in 48 Hours SATURDAY MONDAYFRIDAY #SEJSummit #Searchmetrics @larrykim
  31. 31. Custom Audience Social Ads ROI Analysis: • 500 High Value Press Pickups + Links • Massive Brand Exposure • +100k Site Visitors Total Cost: $50 Total Time 10 minutes #SEJSummit #Searchmetrics @larrykim
  32. 32. True Story #2: Using Identity-Based PPC Marketing to Promote a Live Event #SEJSummit #Searchmetrics @larrykim
  33. 33. F%$&*@ HEY Amber! I’m Keynoting PPC Hero Conference in October in London! Can we blast this to our list? Hi Larry: list booked through January 2016. No way I’m going to blast something that doesn’t directly translate into sales and leads. How’s the family? :) #SEJSummit #Searchmetrics @larrykim
  34. 34. But… Who Would Want to Go to This Event? • Lives in United Kingdom or Ireland • Age 23-50 • Interests: AdWords, PPC Marketing, Marketing Conferences, etc. • College Degree • Works in Marketing • Familiar with me & my company #SEJSummit #Searchmetrics @larrykim
  35. 35. I don’t even know where people live or what their interests are because I forgot to ask them! #SEJSummit #Searchmetrics @larrykim
  36. 36. Need to Travel Back in Time and Add Fields to Lead Capture Forms
  37. 37. Logged into CRM. Downloaded All Email Addresses! #SEJSummit #Searchmetrics @larrykim
  38. 38. Upload Email & Phone to Facebook & Twitter #SEJSummit #Searchmetrics @larrykim
  39. 39. Overlay Behavior Targeting #SEJSummit #Searchmetrics @larrykim
  40. 40. Overlay Demographic Targeting #SEJSummit #Searchmetrics @larrykim
  41. 41. #SEJSummit #Searchmetrics @larrykim
  42. 42. Layered Identity-Based PPC Remarketing Behavioral & Interest Targeting = They’re interested in your stuff Remarketing & List Based PPC Marketing: They Recently Checked Out Your Stuff Demographic Targeting = They Can Afford to Buy Your Stuff Target a Narrow Audience That Meets all 3 Criteria = $$$ #SEJSummit #Searchmetrics @larrykim
  43. 43. #SEJSummit #Searchmetrics @larrykim
  44. 44. #SEJSummit #Searchmetrics @larrykim
  45. 45. Buy 1 Retweet/Like, Get 3 Clicks Free! #SEJSummit #Searchmetrics @larrykim
  46. 46. Clone Your Audience List Using Similar Audiences!
  47. 47. #SEJSummit #Searchmetrics @larrykim
  48. 48. No Government Regulations on This Stuff #SEJSummit #Searchmetrics @larrykim
  49. 49. Very Difficult To Unsubscribe From Ads #SEJSummit #Searchmetrics @larrykim
  50. 50. No Inventory Constraints HEY Amber! Actually, I don’t need to do that email blast after all. Great. That saves us from generating unsubscribes, too. :) #SEJSummit #Searchmetrics @larrykim
  51. 51. You Can Make Changes & Test Stuff #SEJSummit #Searchmetrics @larrykim
  52. 52. You Can Do Do this with $50!
  53. 53. Future-Proof Audience Segmentation #SEJSummit #Searchmetrics @larrykim
  54. 54. 3 Takeaways 1. Biggest Evolution in Ad Targeting in History of Advertising, Ever. 2. Why? Combines the precision of email marketing with the s cale of PPC marketing 3. Opens up unprecedented new marketing opportunities!
  55. 55. #SEJSummit #Searchmetrics @larrykim
  56. 56. #SEJSummit #Searchmetrics @larrykim

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