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PPC hacks by Larry Kim
Larry Kim discusses outdated pay-per-click (PPC) marketing strategies and provides 5 hacks for improving PPC campaigns. The hacks include: 1) Creating content outside one's niche to build brand awareness and affinity, 2) Eliminating click fraud to improve performance, 3) Using a flexible "slush fund" budget, 4) Leveraging Facebook Messenger marketing, and 5) Targeting unrelated interests in Facebook ads to increase engagement at low cost. The document promotes these "unicorn hacks" as ways to dramatically lower costs and increase conversion rates for PPC campaigns on platforms like Facebook, Google, and Outbrain.
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PPC hacks by Larry Kim
- 1. @larrykim Larry Kim, CEO, MobileMonkey,Inc. Founder, WordStream, Inc. @larrykim @outbrain @mobilemonkey_
- 2. PPC is +20Years Old (a Dinosaur in Technology Years!) @larrykim #outbrainwebinars
- 3. 20 Years Later: OurPPC Marketing Unicorn Showing Signs of Old Age @larrykim #outbrainwebinars
- 4. 1. PAID SEARCHCPCs AT ALL TIME HIGH IN ESTABLISHED MARKETS! Source: Approx. 2500 WordStream Customers (Not official Google Data.) Desktop Tablet Mobile @larrykim #outbrainwebinars
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- 6. Facebook Ad Prices Are Increasinglike Crazy (+37% last quarter) @larrykim #outbrainwebinars
- 7. 2. Conversion RatesAre Low & Going Nowhere Search Conversion Rate Distribution Median: 2.35% Top 25%: 5.31% and Above Top 10%: 11.45% and Above SHAREOFALLACCOUNTS SEARCH CONVERSION RATE. (WordStream Customer Data – Not Official Google Data) @larrykim #outbrainwebinars
- 8. How to makePPC Campaigns With … • Much Lower CPCs • Much Higher Conversion Rates Note: Looking for BIG gains (+5x Improvements) not tiny 5% changes here. @larrykim #outbrainwebinars
- 9. @larrykim 1. Definition ofPPC “Hack”: 2. 1. High Leverage 3. 2. For Low Effort 4. 3. That most people don’t already use 5. 4. For PPC Marketing Platforms – FB, GOOG, Outbrain, etc. @larrykim #outbrainwebinars
- 10. @larrykim 3 Random Facts About Larry @larrykim#outbrainwebinars
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- 12. @larrykim WordStream in 2008vs. 2018 2008 2018 @larrykim #outbrainwebinars
- 13. Working on a NewVenture for the Last Few months! @larrykim #outbrainwebinars
- 14. Larry’s Top 5Favorite Unicorn PPC Marketing Hacks of 2018! @larrykim #outbrainwebinars
- 15. @larrykim Facebook & TwitterAds: Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1% @larrykim #outbrainwebinars
- 16. #5: Larry’s InvertedUnicorn Facebook Ad Targeting Method for Tripling CTR @larrykim #outbrainwebinars
- 17. Regular Ad Targeting: Casting aNarrow Net to Maximize Engagement Rates Remarketing Demographic Interests Behavioral Targeting High Engagement Content @larrykim #outbrainwebinars
- 18. People Who Like Email Marketing AND.. Have Marketing Job Titles Unicorns! Example of Normal Facebook Ad Targeting @larrykim #outbrainwebinars
- 19. Inverted Unicorn: Targettwo completely UNRELATED Interests! People Who Like Game of Thrones Inverted Unicorn Ad Targeting! People Who Like Email Marketing @larrykim #outbrainwebinars
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- 21. Remarkably Low Ad Costs Dueto Unusually High Engagement Rates @larrykim #outbrainwebinars
- 22. Don’t Bother withNews Feed or Landing Pages (Connect Directly to Users with MobileMonkey!) @larrykim #outbrainwebinars
- 23. Email Marketing 5-10% OpenRates FB Messenger Marketing 10-80x Better Engagement vs. Email or FB News Feed FB Messenger Blast 70-80% Open Rates (Within first 60 minutes!) FB News Feed 0-1% Organic Post Visibility Vs. @larrykim #outbrainwebinars
- 24. I Blasted NeilPatel a Blog Post w/ My Bot And He Read It! @larrykim #outbrainwebinars
- 25. You Can Chat-Blast AnyoneWho Messages Your FB Page (Please Message Me!) @larrykim #outbrainwebinars
- 26. @larrykim #outbrainwebinars You GetContact Information for Everyone Who Messages Your FB Page
- 27. You Can ChatBlast Everyone Who Ever Who Messaged You in FB Messenger! @larrykim #outbrainwebinars
- 28. Adding a FBMessenger “Opt-in” Button to All Website Contact Forms Will Increase Opt-Ins
- 29. Auto-Respond to People WhoEngage With Facebook Posts
- 30. “Send to Messenger” Facebook Ads =100% Conversion Rate* @larrykim #outbrainwebinars
- 31. Installing FB Chaton Your Website will Greatly Increase Your Messenger Contact List @larrykim #outbrainwebinars
- 32. @larrykim # 3: Larry’s Unicorn Slush Fund! @larrykim#outbrainwebinars
- 33. Unicorn Slush FundMonthly PPC BudgetVS @larrykim #outbrainwebinars
- 34. @larrykim If Your Contentis So Great Why is it Going Nowhere? Larry’s #2 PPC Hack: Eliminate 90% of Click Fraud Reduction on Google Display Network & FB @larrykim #outbrainwebinars
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- 47. #1: Larry’s Unicorn BRANDHack for Doubling or Tripling Click Through Rates! @larrykim #outbrainwebinars
- 48. Click Through Ratesof New vs. Repeat Visitors New Visitors (LOW Brand Affinity) Repeat Visitors (HIGH Brand Affinity) @larrykim #outbrainwebinars
- 49. Brand Affinity DRAMATICALLYImpacts CTR (+2-3x!) @larrykim #outbrainwebinars
- 50. Brand Affinity DRAMATICALLYImpacts CONVERSION RATES (+2-3x!) @larrykim #outbrainwebinars
- 51. Solution: Fix RemarketingVolume Issue By Dramatically Expanding Cookie Pools Solution: make the smaller circle 100- 1000x bigger for cheap! (not Using PPC) People unfamiliar with your brand People familiar with your brand Remarketing only targets these usersRemarketing Doesn’t Target These Users (By Definition) @larrykim #outbrainwebinars
- 52. The Hack: Create& Promote Content *Outside* of Your Niche (Connect to Customers, Earlier!) @larrykim #outbrainwebinars
- 53. Broadest Interest ofyour Target Audience (Which you can credibly speak to – Outside your niche) Find the Biggest Overlapping Topic(s) – HOW? What You Actually Sell (Your Niche) @larrykim #outbrainwebinars
- 54. Use Google Analytics UserExplorer to Gain Insights To Determine Target Market @larrykim #outbrainwebinars
- 55. Upload Your Customer Listto Facebook Insights! @larrykim #outbrainwebinars
- 56. Even Twitter Has Audience Insights! @larrykim#outbrainwebinars
- 57. Create & Advertise Off- TopicContent to Build Brand Biases (At least 20% of Resources!) @larrykim #outbrainwebinars
- 58. How Content MarketingREALLY Works STEP 1: Demand Creation: Create & Promote Inspirational / Memorable Content about Your Brand to your Target Market STEP 2: Bias Formation: People See Your Content, But Don’t Necessarily Take Action Right Away. STEP 3: Harvest Demand: Later when the Need Arises, People either: Do a Branded Search for Your Stuff Do Un-Branded Search but Biased Towards Clicking & Buying From You. @larrykim #outbrainwebinars
- 59. @larrykim Virtuous Cycle ofUnicorn Land 1. Better Brand Affinity = Higher Engagement Rates 2. Higher Engagement Rates = More Brand Affinity 3. Around & Around we go! @larrykim #outbrainwebinars
- 60. @larrykim 5. Inverted Unicorn Targetcompletely unrelated interests 4. Messenger Marketing Get people to opt into your chat blaster list. 2. Go After Click Fraud Say no to managed placements in GDN. 1. Unicorn Branding Hack Create & Promote content outside your niche to build brand affinity. My 5 Favorite PPC Ad Hacks 3. Unicorn Slush Fund Say no to “use it or lose it” budgets @larrykim #outbrainwebinars
- 61. @larrykim Now Entering Unicorn-Land! “Be aUnicorn in a Sea of Donkeys” Slides: http://bit.ly/unicorn-marketing THANK YOU OUTBRAIN! @larrykim #outbrainwebinars