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Inbound2014 larry-kim-wordstream

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Larry Kim's Presentation on Content Remarketing at #inbound14

Inbound2014 larry-kim-wordstream

  1. 1. #INBOUND14 How to Win Friends, Influence People (and Double Your Leads) with Content Remarketing Larry Kim (@larrykim) Founder, WordStream, Inc.
  2. 2. Win This $25 Amazon Gift Card! Include the hashtag #INBOUND14 and me (@larrykim) in your tweets Larry Kim (@larrykim) #INBOUND14 Prizes Awarded For … – Best Tip – Funniest Tweet!
  3. 3. About Larry (@larrykim) 1 Founder of WordStream 2 Known for Having Unusual Views on Paid Search 3 Had First Kid 4 Months ago (#ppckid)
  4. 4. You’re Engaging In PPC Marketing at INBOUND 2014… Larry Kim (@larrykim) #INBOUND14
  5. 5. Why Content Remarketing? Larry Kim (@larrykim) #INBOUND14
  6. 6. Inbound Marketing Success? • +650k Unique Visitors / Month, Growing at 8% per Month!
  7. 7. Problem 1: Low Visitor Engagement
  8. 8. 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.
  9. 9. Problem 3: Low Brand Recall
  10. 10. So, Actual Situation More Like … Larry Kim (@larrykim) #INBOUND14
  11. 11. 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
  12. 12. Re-Engage With Past Visitors
  13. 13. 2 Content Remarketing on The Google Display Network Larry Kim (@larrykim) #INBOUND14
  14. 14. 3 Audience Definition Larry Kim (@larrykim) #INBOUND14 Strategy
  15. 15. Define a Customized List of Users to Target Your Ads Tip: Use Existing Blog Categories!
  16. 16. 4 Audience Membership Larry Kim (@larrykim) #INBOUND14 Duration
  17. 17. Don’t Be Creepy? Larry Kim (@larrykim) #INBOUND14
  18. 18. Quantifying Ad Fatigue: Remarketing vs. Generic Display Ads Larry Kim (@larrykim) #INBOUND14
  19. 19. Ad Fatigue: Remarketing vs. Display Ads Larry Kim (@larrykim) #INBOUND14
  20. 20. Conversion Rate vs. Ad Impressions Larry Kim (@larrykim) #INBOUND14
  21. 21. So, Just be Creepy!! (Sort-Of) Larry Kim (@larrykim) #INBOUND14
  22. 22. 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!
  23. 23. Larry Kim (@larrykim) #INBOUND14 5 Killer Content Remarketing Ads
  24. 24. 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.
  25. 25. Larry Kim (@larrykim) #INBOUND14
  26. 26. 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%
  27. 27. Cost Per Click vs. Click Through Rate on Google Display Network Larry Kim (@larrykim) #INBOUND14
  28. 28. Larry Kim (@larrykim) #INBOUND14
  29. 29. 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)
  30. 30. Larry Kim (@larrykim) #INBOUND14 About Those Display Text Ads • 67.5% of Display Ads are Plain Text Ads!
  31. 31. 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%
  32. 32. 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
  33. 33. Ads That Push To Your “Hard” Offers Larry Kim (@larrykim) #INBOUND14
  34. 34. Larry Kim (@larrykim) #INBOUND14 Tip: Do a Conversion Path Analysis Define audience segments using the pages that most often lead to a conversion event
  35. 35. Larry Kim (@larrykim) #INBOUND14 Ads That Push to Content
  36. 36. 5% of Articles Generate Half the Social Shares Larry Kim (@larrykim) #INBOUND14
  37. 37. Larry Kim (@larrykim) #INBOUND14
  38. 38. Why Content Marketers Are Fabulous PPC Marketers Larry Kim (@larrykim) #INBOUND14
  39. 39. Emotions That Make People Click On Content Larry Kim (@larrykim) #INBOUND14
  40. 40. Larry Kim (@larrykim) #INBOUND14 6 Remarketing Bid Strategies
  41. 41. Be Super Picky: Don’t Pay For Every Click! Larry Kim (@larrykim) #INBOUND14
  42. 42. 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.
  43. 43. 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 = $$$
  44. 44. 8 Advanced Ad Formats Larry Kim (@larrykim) #INBOUND14
  45. 45. Larry Kim (@larrykim) #INBOUND14 TrueView Ads on YouTube People Spend 6 Billion Hours on YouTube each month!
  46. 46. Larry Kim (@larrykim) #INBOUND14 +Post Ads on Google+ Google+ Updates Show Up All Over The Web as Ads
  47. 47. Google+ Visibility Before and After +Post Ads After Larry Kim (@larrykim) #INBOUND14 Before
  48. 48. Larry Kim (@larrykim) #INBOUND14
  49. 49. The Flywheel Effect: Paid Social Promotion Generates Organic Engagement Larry Kim (@larrykim) #INBOUND14
  50. 50. 9 Audience Expansion Ideas Larry Kim (@larrykim) #INBOUND14
  51. 51. Use In-Market Segments & Similar Audiences Larry Kim (@larrykim) #INBOUND14
  52. 52. 10 Other Remarketing Larry Kim (@larrykim) #INBOUND14 Venues
  53. 53. Larry Kim (@larrykim) #INBOUND14 Facebook Ad Retargeting
  54. 54. Larry Kim (@larrykim) #INBOUND14 Facebook Retargeting Key Differences • Create Lists Using Phone Numbers or Emails • More Audience Segmentation • CPC or CPM Pricing
  55. 55. 11 Why Content Remarketing Larry Kim (@larrykim) #INBOUND14 (Again?!)
  56. 56. We Increased Repeat Visitors by 50%! Larry Kim (@larrykim) #INBOUND14
  57. 57. Larry Kim (@larrykim) #INBOUND14 Average Time On Site Tripled!
  58. 58. Huge Increase in Direct Visits to Site Larry Kim (@larrykim) #INBOUND14
  59. 59. •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?!
  60. 60. 12 Budget Allocation Larry Kim (@larrykim) #INBOUND14 Strategy
  61. 61. 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
  62. 62. 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
  63. 63. 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
  64. 64. Content Remarketing as % of PPC Budget ~66% Keyword Search Ads ~33% Display / Content Remarketing Larry Kim (@larrykim) #INBOUND14
  65. 65. 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
  66. 66. 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
  67. 67. 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
  68. 68. Thank You INBOUND 2014! Slides: bit.ly/content-remarketing Larry Kim (@larrykim) #INBOUND14 We’re Hiring! Visit WordStream in the Expo Hall!

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