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The Future of PPC Marketing - 5 Trends You NEED to Know About

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Larry Kim's Keynote Presentation at Social Analytics and Search Conference (sascon) in Manchester, England in June 2015.

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The Future of PPC Marketing - 5 Trends You NEED to Know About

  1. 1. The State of PPC Marketing in 2015 & Beyond Larry Kim (@larrykim) June 11, 2015
  2. 2. Download Slides Here: http://bit.ly/sascon-2015
  3. 3. @LarryKim Actual Photos From My Commute From Boston to SAScon this Morning…
  4. 4. @LarryKim Today is My First Time Visiting England! @larrykim #sascon
  5. 5. @LarryKim
  6. 6. @LarryKim 3. Originally From Winnipeg, Canada!Born & Raised in Winnipeg, Canada
  7. 7. @LarryKim Lots in Common Between UK & Canada @larrykim #sascon
  8. 8. @LarryKim We Both Have Very Colourful Money!
  9. 9. @LarryKim We Have The Monarchy in Common! @larrykim #sascon
  10. 10. @LarryKim The Queen = Most Popular Person in The World!! Vs. @larrykim #sascon
  11. 11. @LarryKim The Queen = Owns All My Stuff @larrykim #sascon
  12. 12. @LarryKim Not Much Stuff Named After Canada Here… @larrykim #sascon
  13. 13. @LarryKim Doesn’t Resemble Any Canadian Water I’ve Ever Seen… @larrykim #sascon
  14. 14. @LarryKim Today, I Live in New England! (USA) @larrykim #sascon
  15. 15. @LarryKim Actual Photos of Boston From February 2015
  16. 16. @LarryKim I Live in Harvard Square
  17. 17. @LarryKim WordStream’s Global Headquarters in Boston, Massachusetts, USA 2008 2015 @larrykim #sascon
  18. 18. @LarryKim The Boston Tea Party @larrykim #sascon
  19. 19. @LarryKim The Boston Tea Party
  20. 20. @LarryKim Five Key Trends Impacting The Future of PPC Marketing @larrykim #sascon
  21. 21. @LarryKim PPC TREND #1 Price and Inventory Headwinds in Paid Search @larrykim #sascon
  22. 22. @LarryKim GOOGLE: SEARCH CPCs KEEP FALLING (overall) @larrykim #sascon
  23. 23. @LarryKim HOWEVER, PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED MARKETS! Source: Approx. 2000 WordStream Customers @larrykim #sascon
  24. 24. @LarryKim@larrykim #sascon
  25. 25. @LarryKim What About Ad Inventory Volumes in Established Markets? @larrykim #sascon
  26. 26. @LarryKim APPS ARE STEALING FROM DESKTOP SEARCHES! @larrykim #sascon
  27. 27. @LarryKim FEWER AD SPOTS ON MOBILE (which is 50% of searches in 2015) VS. @larrykim #sascon
  28. 28. @LarryKim High CPCs & Low Growth in Search Volume in Established Markets (YIKES!) @larrykim #sascon
  29. 29. @LarryKim WINNING AT PAID SEARCH IN 2015 MEANS BEING MORE PICKY THAN BEFORE Quantity of Searches PriceofPaidSearchClicks Fewer, Higher Quality, more expensive clicks @larrykim #sascon
  30. 30. @LarryKim@larrykim #sascon
  31. 31. @LarryKim NEW DEMOGRAPHIC BIDDING OPTIONS (Bing Ads) @larrykim #sascon
  32. 32. @LarryKim • Customize search ads specifically to people who recently visited your site! • On average: • Doubles CTR, raises Quality Score • Cuts CPC in HALF! REMARKETING LISTS FOR SEARCH ADS (RLSA) @larrykim #sascon
  33. 33. @LarryKim So Where Will Growth in PPC Come From? @larrykim #sascon
  34. 34. @LarryKim Your audience spends 95% of its time on the web reading and engaging with news sites, blogs, general interest sites, social networks, email, etc. 95% OF TIME ONLINE IS SPENT ON CONTENT WHERE DISPLAY ADS CAN REACH USERS Customers consider, evaluate, and advocate online. Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); http://www.online-publishers.org/page.php/prmID/421 Everything else 95% Search 5% @larrykim #sascon
  35. 35. @LarryKim@larrykim #sascon
  36. 36. @LarryKim DISPLAY CLICKS ARE CHEAPER 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 AVERAGE $1.23 $0.66 @larrykim #sascon Source: WordStream Client Data (Not Official Google Data)
  37. 37. @LarryKim DISPLAY CLICKS CONVERT OK 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% Average 4.36% 3.99% @larrykim #sascon Source: WordStream Client Data (Not Official Google Data)
  38. 38. @LarryKim DISPLAY CPAs ARE USUALLY LOWER 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 Average $27.46 $18.67 @larrykim #sascon Source: WordStream Client Data (Not Official Google Data)
  39. 39. @LarryKim WEIRD THING ABOUT DISPLAY REMARKETING Conversion Rates Increase With More Ad Impressions @larrykim #sascon Source: WordStream Client Data (Not Official Google Data)
  40. 40. @LarryKim • CPCs from search are going up, inventory down (in established marketing) – so be pickier! • Display ads have a much higher inventory, lower CPCs, Convert OK = Decent ROI and Scale QUICK RECAP @larrykim #sascon
  41. 41. @LarryKim PPC TREND #2 The Rise of Identity-Based PPC Marketing @larrykim #sascon
  42. 42. @LarryKim EVOLUTION OF DISPLAY AD TARGETING OPTIONS 5. Website Targeting (e.g.: Inc. Magazine or Home & Garden Weekly) 4. Keyword Targeting (e.g. Articles containing “Health Insurance”) 3. Interests & Market Segments (e.g. Business Services, Photography) 2. Remarketing (e.g. People who visited the “buy” page of your website) 1. Identity (e.g. Specific Emails or Phone Numbers) @larrykim #sascon
  43. 43. @LarryKim @larrykim #sascon
  44. 44. @LarryKim Email Marketing • Limit # of blasts to reduce unsubscribes • 0.5-2% unsubscribes each blast • People need to opt into your list • Tons if unqualified emails on the list People-Based Marketing • FIXED • FIXED • FIXED • FIXED PEOPLE-BASED PPC IS LIKE EMAIL MARKETING BUT WAY BETTER! @larrykim #sascon
  45. 45. @LarryKim Email Targeting is Coming to AdWords!! @larrykim #sascon
  46. 46. @LarryKim Identity Based Marketing Opens Up a TON of New and Exciting Advertising Use Cases!! @larrykim #sascon
  47. 47. @LarryKim How does stuff go “Viral”? @larrykim #sascon
  48. 48. @LarryKim A True Twitter Ads Story @larrykim #sascon
  49. 49. @LarryKim SHARED CONTENT ON MY SOCIAL MEDIA @larrykim #sascon
  50. 50. @LarryKim CREATE A CUSTOM LIST OF “INDUSTRY INFLUENCERS” @larrykim #sascon
  51. 51. @LarryKim STORY PICKED UP IN MARKETING LAND TWO HOURS LATER… @larrykim #sascon
  52. 52. @LarryKim Exponential Growth
  53. 53. @LarryKim Key Takeaway: You need interesting content + influential people finding your stuff @larrykim #sascon
  54. 54. @LarryKim PEOPLE WHO AREN’T JOURNALISTS CAN MAKE STUFF GO “VIRAL” TOO @larrykim #sascon
  55. 55. @LarryKim@larrykim #sascon
  56. 56. @LarryKim@larrykim #sascon • 500 High Value Press Pickups + Links • Massive Brand Exposure • +100k Site Visitors • Total Cost: $50 • Total Time: 10 Minutes Return on Investment Analysis:
  57. 57. @LarryKim WordStream Articles #ofSocialShares @larrykim #sascon IDENTITY MARKETING TO SPECIFIC INFLUENCES INCREASES THE CHANCE OF GETTING “NOTICED”
  58. 58. @LarryKim IDENTITY MARKETING TO SPECIFIC INFLUENCES INCREASES THE CHANCE OF GETTING “NOTICED” @larrykim #sascon WordStream Articles #ofSocialShares
  59. 59. @LarryKim IDENTITY + USER DEMOGRAPHICS (CUSTOMER PERSONA) = $$$ @larrykim #sascon
  60. 60. @LarryKim THE FUTURE OF DISPLAY ADS IS NATIVE MOBILE @larrykim #sascon
  61. 61. @LarryKim • Display ad targeting is better than ever • Identity-based ad targeting opens up all sorts of new PPC marketing use cases! • Identity + Behavioral/Demographic Filters = $$$ • Future of Display Ads = Native Mobile QUICK RECAP @larrykim #sascon
  62. 62. @LarryKim PPC TREND #3 Mobile Ads, Duh. @larrykim #sascon
  63. 63. @LarryKim The Top Secret Mobile Ads Hack! @larrykim #sascon Join Me at 15:30 in Room 1 for “The Mobile Opportunity – The Untapped Goldmine!”
  64. 64. @LarryKim PPC TREND #4 Google Taking Away All Our Toys! @larrykim #sascon
  65. 65. @LarryKim RIP KEYWORD MATCH TYPES These are Pretty Much all the Same Now! @larrykim #sascon
  66. 66. @LarryKim RIP DEVICE TARGETING @larrykim #sascon
  67. 67. @LarryKim Recently Added/Changed or In Danger: • Keywords (seriously!) • Dynamic Sitelinks • Etc. MINDLESS REPETITIVE TASKS ARE GOING EXTINCT @larrykim #sascon
  68. 68. @LarryKim So, What Do We Focus Our Efforts On? @larrykim #sascon
  69. 69. @LarryKim Be a unicorn not a donkey! DONKEYS VS. UNICORNS @larrykim #sascon
  70. 70. @LarryKim TOP 1% OF ADVERTISERS GET 6x AVG. CTR @larrykim #sascon
  71. 71. @LarryKim These Ads Are All Donkeys @larrykim #sascon
  72. 72. @LarryKim This Ad Gets 6x The Average CTR and is a Unicorn @larrykim #sascon
  73. 73. @LarryKim@larrykim #sascon
  74. 74. @LarryKim TOP 10% OF ADVERTISERS GET 3-5X AVG. CONVERSION RATES @larrykim #sascon
  75. 75. @LarryKim FIRST MOVER ADVANTAGE @larrykim #sascon
  76. 76. @LarryKim GMAIL ADS: Email Ads in Disguise @larrykim #sascon
  77. 77. @LarryKim 5x Higher CTR! Target Competitor Emails! @larrykim #sascon
  78. 78. @LarryKim YouTube Ads! @larrykim #sascon
  79. 79. @LarryKim Use YouTube Ads To Buy SEO Rankings @larrykim #sascon
  80. 80. @LarryKim • Mindless repetitive optimizations = smaller gains • Strategic marketing focus = HUGE gains • Don’t fret loss of old features, be the FIRST to use new features • Be a unicorn among a sea of donkeys QUICK RECAP @larrykim #sascon
  81. 81. @LarryKim PPC TREND #5 Rise of “Content Remarketing”, Convergence of Paid/Organic Teams @larrykim #sascon
  82. 82. @LarryKim HELL HAS FROZEN OVER: ME DOING THE ONLY PPC MARKETING SESSION AT HUBSPOT INBOUND 2014 @larrykim #sascon
  83. 83. @LarryKim@larrykim #sascon OMG
  84. 84. @LarryKim SOCIAL PLATFORMS ARE KILLING OFF ORGANIC REACH @larrykim #sascon
  85. 85. @LarryKim Content Marketing + Remarketing = Content Remarketing
  86. 86. @LarryKim • Amplify/promote your content to the right people • Dramatically accelerate & increase brand recall • Generate sales and qualified leads INTRODUCING CONTENT REMARKETING @larrykim #sascon
  87. 87. @LarryKim How Content Remarketing Works CREATE Produce content & share on social AMPLIFY Selectively promote top content on social media TAG Build remarketing audience by tagging site visitors with a cookie
  88. 88. ADVERTISE Target your audience with display & social ads promoting offers FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale
  89. 89. @LarryKim WHERE CONTENT REMARKETING FITS IN THE INBOUND MARKETING FUNNEL Content Remarketing… Relies on having great content Dramatically amplifies social visibility Makes this happen faster and more often Lead Capture / Nurturing Social Media Promotion Blogging /Content Creation @larrykim #sascon
  90. 90. @LarryKim Content Remarketing! WHERE CONTENT REMARKETING FITS IN SEO & Content Marketing PPC Marketing Social Media Marketing Content Remarketing is on the intersection of social, content, and PPC marketing. @larrykim #sascon
  91. 91. @LarryKim Lets Review Some Key Steps in Detail.
  92. 92. @LarryKim PROBABLY WON’T END UP IN THE WALL ST. JOURNAL @larrykim #sascon
  93. 93. @LarryKim PAID SOCIAL PROMOTION TO REGULAR FANS MAKES ALL OF YOUR CONTENT DO BETTER WordStream Articles #ofSocialShares @larrykim #sascon
  94. 94. @LarryKim How to (Cheaply) Target Fans (Regular People) on Social Media @larrykim #sascon
  95. 95. @LarryKim TARGET USING REMARKETING @larrykim #sascon
  96. 96. @LarryKim TARGET FANS WITH POST ENGAGEMENT ADS @larrykim #sascon
  97. 97. @LarryKim Refine Audiences By Layering Recent Purchase Activity @larrykim #sascon
  98. 98. @LarryKim Or Recent Life Events (Or 2500 Other Demographic Targeting Options) @larrykim #sascon
  99. 99. @LarryKim PAID PROMOTION YIELDS ORGANIC EXPOSURE @larrykim #sascon Buy One Retweet, Get 3 Clicks Free!
  100. 100. @LarryKim TARGET FANS ON TWITTER @larrykim #sascon
  101. 101. @LarryKim Even Google+ Has Ads @larrykim #sascon
  102. 102. @LarryKim +Post Ads on Google+ @larrykim #sascon
  103. 103. @LarryKim The Flywheel Effect of Social Promotion + Insane Power of First-Mover Advantage AfterBefore @larrykim #sascon
  104. 104. @LarryKim Promoting Content on the Google Display Network Using Remarketing @larrykim #sascon
  105. 105. @LarryKim QUALITY SCORE EXISTS ON GOOGLE DISPLAY NETWORK @larrykim #sascon Source: WordStream Client Data (Not Official Google Data)
  106. 106. @LarryKim PUSH DISPLAY ADS BACK TO YOUR CONTENT @larrykim #sascon
  107. 107. @LarryKim THESE EMOTIONS MAKE PEOPLE CLICK ON THINGS @larrykim #sascon
  108. 108. @LarryKim GREAT DISPLAY ADS LOOK MORE LIKE CONTENT @larrykim #sascon
  109. 109. @LarryKim • Content remarketing, social media, and PPC marketing are rapidly converging. Success will require integrated paid/organic teams. • Content remarketing greatly amplifies content marketing and social media marketing QUICK SUMMARY @larrykim #sascon
  110. 110. @LarryKim Summary: The Five Key Trends Impacting The Future of PPC Marketing @larrykim #sascon
  111. 111. @LarryKim 1. Super-Picky PPC: Buy fewer, Higher Quality Clicks. Embrace display ads for scale. 2. Identity Marketing: Think about PPC ads as email marketing. 3. Mobile, Duh: (Stay Tuned for Next Panel Discussion) 4. Embrace Automation: Focus on Marketing Strategy Not Mindless Repetitive Tasks. 5. Content Remarketing: Use PPC Ads to catalyze content marketing efforts. Five PPC Trends to Remember @larrykim #sascon
  112. 112. @LarryKim Slides: http://bit.ly/sascon-2015

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