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Hero Conf London 2018 - Unlocking a New Growth Engine by Repurposing Keywords

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#heroconf AdWords/ We are going to unlock growth from the keywords that you already have. This is a powerful tactic in a mature account where you can take advantage of a wealth of keyword data and get more value from your keywords without having to resort to a higher in the funnel approach. So we are just going to zoom in on search. You will know how to:
- How to make historically expensive keywords profitable
- How to reach searchers who don’t click on our ads
- How to run a search campaign on YouTube

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Hero Conf London 2018 - Unlocking a New Growth Engine by Repurposing Keywords

  1. 1. Unlocking a New Growth Engine by Repurposing Keywords Luke Milbourn | PPC Specialist | @lukemilbourn
  2. 2. Session outcomes You will know how to: ● How to make historically expensive keywords profitable ● How to reach searchers who don’t click on our ads ● How to run a search campaign on YouTube
  3. 3. About Booster Box ● Performance Marketing Agency ● Based in Tuscany, Italy ● We are a team of Developers, Data Scientists and PPC Experts ● Building wildly successful PPC campaigns since July 2016 ● boosterboxdigital.com
  4. 4. Keywords are awesome ● We know potential customers are actively searching ● We know what they are searching for
  5. 5. It’s fun finding new keywords ● New accounts have growth potential in keyword expansion ● Keywords research tools ● Search Term Report analysis ● More keywords = more conversions
  6. 6. Progress starts to slow ● You’ve picked out all the profitable keywords ● Some keywords are low volume, so you can’t rely on them for fast growth ● So you need to find even more keywords
  7. 7. New keywords get harder to find ● More expensive ● Lower volume ● Less likely to convert ● Optimising efficiency doesn’t bring fast growth
  8. 8. You contemplate life beyond search ● Paid social? ● Non-remarketing on GDN? ● YouTube? ● Brand awareness? ● Billboards?
  9. 9. But are these people searching? ● Some of them are.
  10. 10. The Booster Box solution ● Revive zombie keywords with audience targeting ● Use a script to reach searchers via the Display Network ● Use another script to reach searchers on YouTube
  11. 11. Combining Keywords with Audiences to find Conversion Sweet Spots Luke Milbourn | PPC Specialist | @lukemilbourn
  12. 12. What we know about remarketing ● Conversion rate is higher ● Volume is lower ● Therefore can use broader keywords to increase volume (thank you Larry Kim )
  13. 13. Normal RLSA Normal keywords What visitors to our website search for “standard” remarketing campaign is small
  14. 14. Broad RLSA Normal keywords What visitors to our website search for Broader keywords are affordable due to higher CR from returning visitors +PPC +PPC +agency +London “Best cat videos 2018”
  15. 15. Why does this work? ● Reason 1: Familiarity Heuristic ○ “Judging events as more frequent or important because they are more familiar in memory.”* ● Reason 2: We have the solution people are searching for (self selection) *Ashcraft, M.H. (2006). Cognition. Upper Saddle River, New Jersey; Pearson Education Inc. Original experiment by Tversky and Kahneman.
  16. 16. Let’s focus on Reason 2 ● Reason 2: We have the solution people are searching for How can we find more of these users who are more likely to convert?
  17. 17. What other audiences do we have? ● Similar Audience List for Search Ads (SLSA) ● In-Market Audience for Search
  18. 18. Why does this work? ● Higher intent audiences mean higher conversion rates ● Higher conversion rates mean we can bid more ● Bidding more increases volume
  19. 19. Audience targeting = higher CR
  20. 20. We can use broader KW’s here too Lower intent KW + Low(ish) intent audience = high intent user
  21. 21. In-Market Normal keywords In-Market audience Broader keywords are affordable due to higher CR from returning visitors +PPC +PPC +agency +London
  22. 22. Not as broad as RLSA ● Bring back zombie keywords ○ Anything that has converted ever ○ Over tCPA / under tROAS ○ Include paused KWs ● Run an N-gram to find converting root terms
  23. 23. In-Market or SLSA? ● Start with In-Market ● Set the audience as a negative audience in the standard campaign ● In-Market can steal volume from SLSA ● Especially if both are based off the same seed audience ● Focus your broader keywords on audiences seeded from deeper in the funnel
  24. 24. Optimise with demographic data ● Set bid adjustments for metric with the widest variation in CR ○ Find users more likely to convert (age, household income etc) ○ Day/time and location ○ Device
  25. 25. Pincer Move Luke Milbourn | PPC Specialist | @lukemilbourn Exact Match Keyword Targeting on GDN
  26. 26. What is the pincer move? ● The Art of War said it wouldn’t work
  27. 27. Hannibal made it happen ● Hannibal storming south from the Alps with 50,000 troops ● The Romans sent over 80,000 troops to meet him in Cannae
  28. 28. Hannibal made it happen ● Avoided a head-on attack ● Went round the sides instead 1 2
  29. 29. Full frontal attack
  30. 30. Full frontal attack Search ad here ££££
  31. 31. Sometimes this works ● But what about the 90%+ of searchers who don’t click on our ads? ● Not every one clicks on our ads, but they are still searching
  32. 32. Pincer Move On this page And this page And on these pages And on a ton of pages over here too And on these pages And on these pages
  33. 33. Pincer Move Ad Here GDN Placement
  34. 34. How do we do this? ● Grab your top keywords ● Plug them into Pincer Move ● Review URLs for appropriate placements ● Target URLs as placements in Display
  35. 35. Great because: ● We don’t rely on broad match Display Keywords ● We can manually review placements before showing an ad there ● We can focus our budget on high value placements ● No need to spend budget filtering out cheap, low quality placements
  36. 36. Top tips ● Use broad, high volume keywords ○ Grab top queries from the STR too and exact match as these will be closer to natural language ● A lot of placements won’t work (wikipedia, competitors etc) so go as wide as you can
  37. 37. Initiate Pincer Move boosterboxdigital.com/super-secret-scripts/
  38. 38. Cherry Picker Luke Milbourn | PPC Specialist | @lukemilbourn Reach searchers on YouTube
  39. 39. YouTube is big ● Over 1 billion users ● 1 billion hours watched each day ● Second largest search engine in the world ○ According to Google ■ Back in 2013
  40. 40. How can we find the perfect placements? ● Hint: keywords
  41. 41. Where ads showed for the keyword “Marketing”
  42. 42. Targeting is hard ● Normally used for top of funnel ● Keyword targeting is super broad ● (Non-remarketing) audience targeting is still super broad ● And we don’t know where ads will show up
  43. 43. People search to solve problems
  44. 44. So let’s run a search campaign ● How to solve a problem ● Product reviews and unboxing ● Learning and training guides ● Super niche content
  45. 45. Top 5 results have over 1 million impressions
  46. 46. In stream ad shows before the solution Ad Here And here
  47. 47. ROAS of 7 for eCom on YouTube ● People search to expand storage space ● We show an ad on every video that provides an ideal solution
  48. 48. Start Cherry Picking boosterboxdigital.com/super-secret-scripts/
  49. 49. Wrap up Luke Milbourn | PPC Specialist | @lukemilbourn Generating growth in mature accounts with keywords
  50. 50. Keywords reborn We have looked at how to: ● Combine keywords with audiences to find conversion sweet spots ● Use Pincer Move: a script for exact match KW targeting on display ● Use Cherry Picker: a script for leveraging search on YouTube boosterboxdigital.com/super-secret-scripts/

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