#INBOUND14
How to Win Friends,
Influence People (and
Double Your Leads)
with Content
Remarketing
Larry Kim (@larrykim)
Founder, WordStream, Inc.

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About Larry (@larrykim)
1 Founder of WordStream
2 Known for Having Unusual Views
on Paid Search
3 Had First Kid 4 Months ago
(#ppckid)

You’re Engaging In PPC
Marketing at INBOUND 2014…
Larry Kim (@larrykim) #INBOUND14

Why Content Remarketing?
Larry Kim (@larrykim) #INBOUND14

Inbound Marketing Success?
• +650k Unique Visitors / Month, Growing at 8% per Month!

Problem 1: Low Visitor Engagement

Problem 2: Low Conversion Rates
Traffic Generation Activities
Offer Sign Up
Customer Signup
Key Challenge: Avg. conversion rate from blog content
viewer to converted lead was low single digits.

Problem 3: Low Brand Recall

So, Actual Situation More Like …
Larry Kim (@larrykim) #INBOUND14

The Case for Remarketing
• Turn abandoners into leads
• Increase Branded Recall (Direct & Brand visits)
• Increase repeat visitor rates & engagement
• Multiply effectiveness of Content Marketing Efforts

Re-Engage With Past Visitors

2 Content Remarketing on The
Google Display Network
Larry Kim (@larrykim) #INBOUND14

3 Audience Definition
Larry Kim (@larrykim) #INBOUND14
Strategy

Define a Customized
List of Users to Target
Your Ads
Tip: Use Existing Blog
Categories!

4 Audience Membership
Larry Kim (@larrykim) #INBOUND14
Duration

Don’t Be
Creepy?
Larry Kim (@larrykim) #INBOUND14

Quantifying Ad Fatigue:
Remarketing vs. Generic Display Ads
Larry Kim (@larrykim) #INBOUND14

Ad Fatigue: Remarketing vs. Display Ads
Larry Kim (@larrykim) #INBOUND14

Conversion Rate vs. Ad Impressions
Larry Kim (@larrykim) #INBOUND14

So, Just be
Creepy!!
(Sort-Of)
Larry Kim (@larrykim) #INBOUND14

Be Bold! Get Tons of Ad Impressions
Larry Kim (@larrykim) #INBOUND14
• Set Membership Duration:
3x Avg. Sale Cycle
• Set Impression Caps to
Unlimited!
• Run Multiple Ads Per
Campaign!

Larry Kim (@larrykim) #INBOUND14
5 Killer Content
Remarketing Ads

14 Ad Formats on Google Display Network
Larry Kim (@larrykim) #INBOUND14
Vertical rectangle: 240 x 400
Mobile leaderboard: 320 x 50
Banner: 468 x 60
Leaderboard: 728 x 90
Square: 250 x 250
Small square: 200 x 200
Large rectangle: 336 x 280
Inline rectangle: 300 x 250
Skyscraper: 120 x 600
Wide skyscraper: 160 x 600
Half-page: 300 x 600
Etc.

Larry Kim (@larrykim) #INBOUND14

Larry Kim (@larrykim) #INBOUND14
Diversify Your Ad Formats!
Ad Format Share of
Impressions
Leader board (728 x 90) 25.5%
Inline rectangle (300 x 250) 25.1%
Banner (468 x 60) 12.0%
Wide skyscraper (160 x 600) 10.1%
Large Rectangle (336 x 280) 8.6%
Mobile leaderboard (320 x 50) 7.4%
Half-page (300 x 600) 4.3%
Square (250 x 250) 2.8%

Cost Per Click vs. Click Through Rate on
Google Display Network
Larry Kim (@larrykim) #INBOUND14

Larry Kim (@larrykim) #INBOUND14

The High Click Through Rate Game for Content
Remarketing
Larry Kim (@larrykim) #INBOUND14
1. Get HIGH CTRs
not Low CTRs
2. You’ll Pay for More
Clicks, But The Clicks
Will Be Much
Cheaper (as much as
400% less)

Larry Kim (@larrykim) #INBOUND14
About Those Display Text Ads
• 67.5% of Display Ads are Plain Text Ads!

Avg. Click Through Rate of Ads Based On Format
Larry Kim (@larrykim) #INBOUND14
Ad Format on
Google Display
Network
Click
Through
Rate
Text ads 0.23%
Image ads 0.31%

381% Tax on Text Ads vs. Image Ads!
Larry Kim (@larrykim) #INBOUND14
Format CPC (USD)
Text ads on
$2.31
GDN
Image ads
on GDN
$0.48

Ads That Push To Your “Hard” Offers
Larry Kim (@larrykim) #INBOUND14

Larry Kim (@larrykim) #INBOUND14
Tip: Do a Conversion
Path Analysis
Define audience
segments using the
pages that most often
lead to a conversion
event

Larry Kim (@larrykim) #INBOUND14
Ads That Push to Content

5% of Articles Generate Half the Social Shares
Larry Kim (@larrykim) #INBOUND14

Larry Kim (@larrykim) #INBOUND14

Why Content Marketers Are Fabulous PPC Marketers
Larry Kim (@larrykim) #INBOUND14

Emotions That Make People Click On Content
Larry Kim (@larrykim) #INBOUND14

Larry Kim (@larrykim) #INBOUND14
6 Remarketing Bid
Strategies

Be Super Picky: Don’t Pay For Every Click!
Larry Kim (@larrykim) #INBOUND14

Larry Kim (@larrykim) #INBOUND14
Tip: Only Target Your
Buyer Persona
Overlay User
Demographics: age,
income, gender, interests,
location, device, time,
site/site category,
language, time, parental
status, etc.

How Content Remarketing Really Works
Larry Kim (@larrykim) #INBOUND14
1. Anonymous users visit your
website. Tag them all.
2. Filter based on …
– Visiting High Value Pages = High
Commercial Intent
– Overlay User Demographics = Right Target
Buyer
3. Commercial Intent + Buyer
Persona Match = $$$

8 Advanced Ad Formats
Larry Kim (@larrykim) #INBOUND14

Larry Kim (@larrykim) #INBOUND14
TrueView Ads
on YouTube
People Spend 6 Billion
Hours on YouTube each
month!

Larry Kim (@larrykim) #INBOUND14
+Post Ads on
Google+
Google+ Updates
Show Up All Over
The Web as Ads

Google+ Visibility Before and After +Post Ads
After
Larry Kim (@larrykim) #INBOUND14
Before

Larry Kim (@larrykim) #INBOUND14

The Flywheel Effect: Paid Social Promotion
Generates Organic Engagement
Larry Kim (@larrykim) #INBOUND14

9 Audience Expansion Ideas
Larry Kim (@larrykim) #INBOUND14

Use In-Market Segments & Similar Audiences
Larry Kim (@larrykim) #INBOUND14

10 Other Remarketing
Larry Kim (@larrykim) #INBOUND14
Venues

Larry Kim (@larrykim) #INBOUND14
Facebook Ad Retargeting

Larry Kim (@larrykim) #INBOUND14
Facebook
Retargeting Key
Differences
• Create Lists Using
Phone Numbers or
Emails
• More Audience
Segmentation
• CPC or CPM Pricing

11 Why Content Remarketing
Larry Kim (@larrykim) #INBOUND14
(Again?!)

We Increased Repeat Visitors by 50%!
Larry Kim (@larrykim) #INBOUND14

Larry Kim (@larrykim) #INBOUND14
Average Time On Site Tripled!

Huge Increase in Direct Visits to Site
Larry Kim (@larrykim) #INBOUND14

•Millions of Ad Impressions / Month
•Cost Per Lead for Remarketing
similar to Google Search
•Site Conversion Rate +51%!!
•Display Ads ~40 % of Total PPC
Budget
Larry Kim (@larrykim) #INBOUND14
What? HOW?!

12 Budget Allocation
Larry Kim (@larrykim) #INBOUND14
Strategy

Cost Per Click of Search vs. Display Networks
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
Larry Kim (@larrykim) #INBOUND14

Average Conversion Rates By Industry
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%
Larry Kim (@larrykim) #INBOUND14

Average Cost Per Conversion By Industry
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
Larry Kim (@larrykim) #INBOUND14

Content Remarketing as % of PPC Budget
~66% Keyword Search Ads
~33% Display / Content
Remarketing
Larry Kim (@larrykim) #INBOUND14

Paid Content Promotion as % of Content
Budget
~1/3 Content Creation
~1/3 Organic Content
Promotion (Social/PR)
~1/3 Paid Content
Promotion
Larry Kim (@larrykim) #INBOUND14

Paid Content Promotion as % of Content
Budget
~1/3 Content Creation
~1/3 Organic Content
Promotion (Social/PR)
Content Remarketing Can Make Your Site
be a Unicorn in a Sea of Donkeys
~1/3 Paid Content
Promotion
Larry Kim (@larrykim) #INBOUND14

Content Remarketing: Summary
1 Creating Great Content isn’t Enough
2 Remarketing + Demographics + Targeted Audiences &
Ads = WIN
3 Huge Impact on Content Engagement
and Brand Recall

Thank You INBOUND 2014!
Slides: bit.ly/content-remarketing
Larry Kim (@larrykim) #INBOUND14
We’re
Hiring!
Visit
WordStream
in the Expo
Hall!