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 E...
Growth Hacking is…
#SEMhacks
Relentless improvement of any and all
the growth levers at your disposal
using experimentatio...
Key Elements of Growth Hacking
#SEMhacks
 Doubling Down
 Persuasion Triggers
 Relentless Improvement
 Leveraging Emerg...
All Used Growth Hacking Elements
#SEMhacks
Why Growth Hacking Matters to SEM
#SEMhacks
 Growth hacking is about building and
leveraging competitive edges.
 Growth ...
#SEMhacks
DOUBLING DOWN
Requires Cutting & Focusing
Focus on
Quality Score
#SEMhacks
Impacts Ad Ranking
#SEMhacks
Impacts Cost Per Click
#SEMhacks
Impacts Impression Share
#SEMhacks
Impacts Cost Per Conversion
#SEMhacks
So … Get a High Quality Score
#SEMhacks
It’s Not All That Complicated…
#SEMhacks
Just Beat Expected CTR
#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-a...
Write
Insane Ads
#SEMhacks
Most Ads Suck
#SEMhacks
Don’t Suck. Instead Write ‘Emotional’ Ads
#SEMhacks
This Ad Gets 6x Above Average CTR
#SEMhacks
Because Everyone Else Sucks …
#SEMhacks
These Emotions Make People Click
#SEMhacks
#SEMhacks
RELENTLESS
IMPROVEMENT
Means Constant Iteration
Use
Bid Multipliers
#SEMhacks
Segment By Time …
#SEMhacks
Location …
#SEMhacks
And Device …
#SEMhacks
Be Super Picky with Bid Multipliers!
#SEMhacks
#SEMhacks
LEVERAGING
EMERGING EXPLOITS
With Deep Systems Knowledge
Go Mobile
#SEMhacks
OMG! A Call Button.
#SEMhacks
Call Button Changes Everything
#SEMhacks
Calls to Businesses worth on Average 3x More Than Clicks
to Websites!!
4. Capture...
Forget Mobile Sites…
#SEMhacks
Key Mobile Tip!
#SEMhacks
Desktop Search Conversion Funnel Mobile Conversion Funnel
10%
20%
30%
40%
50%
60%
70%
80%
90%
10...
Gmail Ads
#SEMhacks
Subject Line & Teaser:
#SEMhacks
Desktop Search Conversion Funnel Mobile Conversion Funnel
X
-
Email Ad:
#SEMhacks
Desktop Search Conversion Funnel Mobile Conversion Funnel
X
-
YouTube Ads
#SEMhacks
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 Pa...
www.qualaroo.com/plans
Double the Length of Qualaroo’s Free Trial to 30 Days!
Get powerful insights from visitors to impro...
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A Growth Hacker's Guide to Search Engine Marketing [Webinar]

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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.

Published in: Technology

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

  1. 1. A Growth Hacker’s Guide to Search Engine Marketing & Brought to you by: www.wordstream.com/learn
  2. 2. Larry Kim Founder & CTO, WordStream @larrykim Meet The Experts Sean Ellis CEO, Qualaroo Founder, GrowthHackers.com @Sean Ellis #SEMhacks
  3. 3. Growth Hacking is… #SEMhacks Relentless improvement of any and all the growth levers at your disposal using experimentation and data.
  4. 4. Key Elements of Growth Hacking #SEMhacks  Doubling Down  Persuasion Triggers  Relentless Improvement  Leveraging Emerging Exploits
  5. 5. All Used Growth Hacking Elements #SEMhacks
  6. 6. 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.
  7. 7. #SEMhacks DOUBLING DOWN Requires Cutting & Focusing
  8. 8. Focus on Quality Score #SEMhacks
  9. 9. Impacts Ad Ranking #SEMhacks
  10. 10. Impacts Cost Per Click #SEMhacks
  11. 11. Impacts Impression Share #SEMhacks
  12. 12. Impacts Cost Per Conversion #SEMhacks
  13. 13. So … Get a High Quality Score #SEMhacks
  14. 14. It’s Not All That Complicated… #SEMhacks
  15. 15. Just Beat Expected CTR #SEMhacks
  16. 16. Crazy PPC Strategy • Delete the Bottom Third of Your PPC Account • Move the Budget to Remarketing Instead #SEMhacks
  17. 17. #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
  18. 18. Write Insane Ads #SEMhacks
  19. 19. Most Ads Suck #SEMhacks
  20. 20. Don’t Suck. Instead Write ‘Emotional’ Ads #SEMhacks
  21. 21. This Ad Gets 6x Above Average CTR #SEMhacks
  22. 22. Because Everyone Else Sucks … #SEMhacks
  23. 23. These Emotions Make People Click #SEMhacks
  24. 24. #SEMhacks RELENTLESS IMPROVEMENT Means Constant Iteration
  25. 25. Use Bid Multipliers #SEMhacks
  26. 26. Segment By Time … #SEMhacks
  27. 27. Location … #SEMhacks
  28. 28. And Device … #SEMhacks
  29. 29. Be Super Picky with Bid Multipliers! #SEMhacks
  30. 30. #SEMhacks LEVERAGING EMERGING EXPLOITS With Deep Systems Knowledge
  31. 31. Go Mobile #SEMhacks
  32. 32. OMG! A Call Button. #SEMhacks
  33. 33. 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!!
  34. 34. Forget Mobile Sites… #SEMhacks
  35. 35. 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
  36. 36. Gmail Ads #SEMhacks
  37. 37. Subject Line & Teaser: #SEMhacks Desktop Search Conversion Funnel Mobile Conversion Funnel X -
  38. 38. Email Ad: #SEMhacks Desktop Search Conversion Funnel Mobile Conversion Funnel X -
  39. 39. YouTube Ads #SEMhacks
  40. 40. Example Ads #SEMhacks Desktop Search Conversion Funnel Mobile Conversion Funnel X -
  41. 41. Hundreds of New Features / Year #SEMhacks
  42. 42. www.wordstream.com/google-adwords www.wordstream.com/landing-page Grade Your AdWords Account Grade Your AdWords Landing Pages #SEMhacks
  43. 43. 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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