4 Major Trends That Will Make You Rethink PPC in 2015 [Webinar]
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In this webinar, WordStream founder & CTO, Larry Kim shares the biggest upcoming trends in PPC. With paid search constantly evolving it is difficult to keep up, so let us help you dominate PPC marketing! We want you to be prepared for these trends to impact your business, and help you gain a leg up on your competition. Here's what you'll learn: >What tools are here to stay >How social media will change the face of PPC >Where and how content marketing comes into play >And tons more! For more information on WordStream, visit www.wordstream.com.
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4 Major Trends That Will Make You Rethink PPC in 2015 [Webinar]
- 1. 4 Major Trends That Will Make You Rethink PPC in 2015 Brought to you by: www.wordstream.com/learn #ppc2015 @larrykim @markirvine89
- 2. www.wordstream.com/learn Want to get smart in paid search? #ppc2015 @larrykim @markirvine89
- 3. Join the conversation on Twitter #ppc2015 @WordStream #ppc2015 @larrykim @markirvine89
- 4. Today’s Presenters Larry Kim Founder & CTO, WordStream @LarryKim Mark Irvine Data Scientist, WordStream @MarkIrvine89 #ppc2015 @larrykim @markirvine89
- 5. PPC Trend #1 Price & Inventory Headwinds in Paid Search #ppc2015 @larrykim @markirvine89
- 6. Google: Search CPCs Keeps Falling (Overall) #ppc2015 @larrykim @markirvine89
- 7. Source: Approx. 2000 WordStream Customers However Paid Search CPCs at All Time High in Established Markets! #ppc2015 @larrykim @markirvine89
- 9. What About Ad Inventory Volumes in Established Markets?
- 10. Apps are Stealing from Desktop Searches! #ppc2015 @larrykim @markirvine89
- 11. Fewer Ad Spots on Mobile (which is 50% of Searches in 2015) Vs. #ppc2015 @larrykim @markirvine89
- 12. High CPCs & Low Growth in Search Volumes in Established Markets (Yikes!)
- 13. Winning at Paid Search in 2015 Means Being More Picky Than Before Quantity of Searches PriceofPaidSearchClicks Fewer, Higher Quality, more expensive clicks #ppc2015 @larrykim @markirvine89
- 15. New Demographic Bidding Options (Bing Ads) #ppc2015 @larrykim @markirvine89
- 16. Remarketing Lists for Search Ads #ppc2015 @larrykim @markirvine89 • Customize search ads specifically to people who recently visited your site! • On Average: • Doubles Click Through Rate (raises Quality Scores) • Cuts CPC in Half
- 17. So Where Will Growth in PPC Come From?
- 18. 95% of Time Online is Spent on Content Where Display Ads Can Reach Users Your audience spends 95% of its time on the web reading and engaging with news sites, blogs, general interest sites, social networks, email and so on…. Everything else 95% Search 5%Customers consider, evaluate & advocate online Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); http://www.online- publishers.org/page.php/prmID/421 #ppc2015 @larrykim @markirvine89
- 20. 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 #ppc2015 @larrykim @markirvine89
- 21. 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% #ppc2015 @larrykim @markirvine89
- 22. 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 #ppc2015 @larrykim @markirvine89
- 23. Weird Thing About Display Remarketing Conversion Rates Increase With More Ad Impressions #ppc2015 @larrykim @markirvine89
- 24. Quick Recap: • CPC’s from Search Going Up, Inventory Down (in Established Markets) – so be more picky! • Display ads have much higher inventory, lower CPCs, Convert OK = Decent ROI and Scale. #ppc2015 @larrykim @markirvine89
- 25. PPC Trend #2 The Rise of Identity Based PPC Marketing #ppc2015 @larrykim @markirvine89
- 26. 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) Evolution of Display Ad Targeting Options #ppc2015 @larrykim @markirvine89
- 28. Email Marketing • Limit Number of Blasts To Reduce Unsubscribes • 0.5-2% Unsubscribes Each Blast • People Need To Opt Into Your List • Tons of Unqualified Emails on the List People-Based Marketing • Fixed • Fixed • Fixed • Fixed! People Based PPC is Like Email Marketing but WAY Better! #ppc2015 @larrykim @markirvine89
- 29. Identity + User Demographics (Customer Persona) = $$$ #ppc2015 @larrykim @markirvine89
- 30. A Twitter PPC Example: Promote a Guest Post on the Blog • Tip: Check out #12experts for this and other amazing articles (or visit the WordStream blog) #ppc2015 @larrykim @markirvine89
- 31. Create a Custom List of “Industry Influencers”
- 33. The Future of Display Ads is Native Mobile #ppc2015 @larrykim @markirvine89
- 34. Quick Recap: • Display ad targeting is better than ever • Identity based ad targeting opens up all sorts of new PPC marketing use cases! • Identity + Behavioral / Demographic filters = $$$ • Future of Display = Native Mobile #ppc2015 @larrykim @markirvine89
- 35. PPC Trend #3 Google Taking Away All Our Toys! #ppc2015 @larrykim @markirvine89
- 36. RIP Keyword Match Types #ppc2015 @larrykim @markirvine89
- 37. RIP Device Targeting #ppc2015 @larrykim @markirvine89
- 38. Mindless Repetitive Tasks are Going Extinct Recently Added / Changed or In Danger: • Keywords (seriously!) • Dynamic Sitelinks • Etc. #ppc2015 @larrykim @markirvine89
- 39. So, Where to Focus Efforts On?
- 40. Donkeys vs. Unicorns • Be a Unicorn Not a Donkey! #ppc2015 @larrykim @markirvine89
- 41. Top 1% of Advertisers get 6x Avg. Click Through Rate #ppc2015 @larrykim @markirvine89
- 42. Top 10% of Advertisers get 3-5x Avg. Conversion Rates #ppc2015 @larrykim @markirvine89
- 44. New Ad Formats: YouTube & Gmail #ppc2015 @larrykim @markirvine89
- 45. Quick Recap: • Mindless Repetitive Optimizations = Smaller Gains • Strategic Marketing Focus = Huge Gains • Don’t fret loss of old feature, instead be the first to use the new features. • Be a unicorn among a sea of donkeys #ppc2015 @larrykim @markirvine89
- 46. PPC Trend #4 Convergence of Paid/Organic Teams, Rise of “Content Remarketing” #ppc2015 @larrykim @markirvine89
- 47. Me doing the Only PPC Marketing Session at INBOUND 2014 #ppc2015 @larrykim @markirvine89
- 48. Social Platforms Are Killing off Organic Reach #ppc2015 @larrykim @markirvine89
- 49. Content Marketing + Remarketing = Content Remarketing
- 50. Introducing Content Remarketing • Amplify/promote your content to the right people • Dramatically accelerate & increase brand recall • Generate Sales and Qualified leads #ppc2015 @larrykim @markirvine89
- 51. 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 #ppc2015 @larrykim @markirvine89
- 52. ADVERTISE Target your audience with display & social ads promoting offers FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale #ppc2015 @larrykim @markirvine89
- 53. Content Remarketing… Where Content Remarketing Fits in the Inbound Marketing Funnel Lead Capture / Nurturing Social Media Promotion Blogging /Content Creation Relies on having great content Dramatically amplifies social visibility Makes this happen faster and more often #ppc2015 @larrykim @markirvine89
- 54. Where Content Remarketing Fits In SEO & Content Marketing PPC Marketing Social Media Marketing Content Remarketing! Content Remarketing is on the Intersection of Social, Content and PPC Marketing. #ppc2015 @larrykim @markirvine89
- 55. Lets Review Some Key Steps in Detail.
- 56. How does stuff go “Viral”?
- 57. Article Published On Friday at 5PM EST #ppc2015 @larrykim @markirvine89
- 58. Shared Content on my Social Media #ppc2015 @larrykim @markirvine89
- 59. Picked Up in Marketing Land 2 Hours Later… #ppc2015 @larrykim @markirvine89
- 60. Exponential Growth #ppc2015 @larrykim @markirvine89
- 61. Key Takeaway: You Need Interesting Content + Influential People Finding Your Stuff
- 62. People Who Aren’t Journalists Can Make Stuff Go “Viral”, Too. #ppc2015 @larrykim @markirvine89
- 63. Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed” WordStream Articles #ofSocialShares #ppc2015 @larrykim @markirvine89
- 64. Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed” WordStream Articles #ofSocialShares #ppc2015 @larrykim @markirvine89
- 65. Identity Marketing is a Fantastic Way to Pitch Content
- 66. Not All Your Content is Interesting to Super-Connectors
- 67. Probably Won’t End Up in The Wall St. Journal… #ppc2015 @larrykim @markirvine89
- 68. Paid Social Promotion to Regular Fans Makes All of Your Content Do Better. WordStream Articles #ofSocialShares #ppc2015 @larrykim @markirvine89
- 69. How To Target Fans (Regular People) on Social Media?
- 70. Target Using Remarketing #ppc2015 @larrykim @markirvine89
- 71. Target Fans With Post Engagement Ads #ppc2015 @larrykim @markirvine89
- 72. Targeting Fans on Twitter #ppc2015 @larrykim @markirvine89
- 73. Targeting Fans on Google+ Using +Post Ads and Retargeting #ppc2015 @larrykim @markirvine89
- 74. AfterBefore The Flywheel Effect of Social Promotion #ppc2015 @larrykim @markirvine89
- 75. Promoting Content on The Google Display Network Using Remarketing
- 76. CPC vs. CTR on Google Display Network #ppc2015 @larrykim @markirvine89
- 77. Identify and Promote These Like Crazy Not All Content is Equal: Only Promote Your Best Stuff #ppc2015 @larrykim @markirvine89
- 78. Push Display Ads Back To Your Content #ppc2015 @larrykim @markirvine89
- 79. These Emotions Make People Click on Things #ppc2015 @larrykim @markirvine89
- 80. Great Display Ads Look More Like Content #ppc2015 @larrykim @markirvine89
- 81. Quick Summary • Content marketing, 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 #ppc2015 @larrykim @markirvine89
- 82. www.wordstream.com/google-adwords www.wordstream.com/landing-page Grade Your AdWords Account Grade Your AdWords Landing Pages #ppc2015 @larrykim @markirvine89