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Identity Based PPC Marketing Will Save The Day!
This document discusses identity-based marketing using techniques like custom audiences. It provides examples of how identity-based approaches can be used to promote a conference and drive 500 press pickups in 48 hours for $50. Compared to email marketing, identity-based marketing through platforms like Facebook allows for more precise targeting without inventory constraints. It opens new opportunities to reach qualified audiences.
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Identity Based PPC Marketing Will Save The Day!
- 3. A Few Random FactsAbout Me
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- 6. Actual Photos ofBoston From February This Year
- 7. I Live inHarvard Square, Cambridge, MA #SEJSummit #Searchmetrics @larrykim
- 8. WordStream’s Global Headquartersin Boston 2008 2015
- 9. Download Slides Here:bit.ly/sejsummit-ny
- 10. 3 Takeaways 1. BiggestEvolution in Ad Targeting in History of Advertising, Ever. 2. Why? Combines the precision of email marketing with the s cale of PPC marketing 3. Opens up unprecedented new marketing opportunities!
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- 14. Emails end upin “Promotions” Tab #SEJSummit #Searchmetrics @larrykim
- 15. Marketing Emails EndingUp in Roll-Ups, etc. #SEJSummit #Searchmetrics @larrykim
- 16. Email CTRs FallingOver Time #SEJSummit #Searchmetrics @larrykim
- 17. Increasingly Complex EmailRegulations #SEJSummit #Searchmetrics @larrykim
- 19. HOWEVER, PAID SEARCHCPCs AT ALL TIME HIGH IN ESTABLISHED MARKETS! #SEJSummit #Searchmetrics @larrykim
- 20. Search Ads Aren’tCheap Anymore #SEJSummit #Searchmetrics @larrykim
- 21. APPS ARE STEALINGFROM DESKTOP SEARCHES! #SEJSummit #Searchmetrics @larrykim
- 22. FEWER AD SPOTSON MOBILE (which is 50% of searches in 2015) VS. #SEJSummit #Searchmetrics @larrykim
- 24. Facebook Organic ReachKeeps Sinking #SEJSummit #Searchmetrics @larrykim
- 25. So, Many PPC/SocialMedia/Email Marketing Efforts Actually More Like … #SEJSummit #Searchmetrics @larrykim
- 26. How to makeyour: • Email Marketing • PPC Marketing • Social Media Marketing Generate 10x More Engagement at 1/10th the Cost?? #SEJSummit #Searchmetrics @larrykim
- 27. Identity-Based PPC MarketingWill Save The Day! #SEJSummit #Searchmetrics @larrykim
- 29. The Evolution ofDisplay Ad Targeting 5. Website Targeting (e.g. Inc. Magazine or Home & Garden Weekly) 3. Interests & Market Segments (e.g. Business Services, Photography) 4. Keyword Targeting (e.g. Articles containing “Health Insurance”) 2. Remarketing (e.g. People who visited the “buy” page of your website) 1. Identity (e.g. Specific emails or phone numbers) #SEJSummit #Searchmetrics @larrykim
- 30. New “Tailored Audiences”or “Custom Audiences” #SEJSummit #Searchmetrics @larrykim
- 31. People-Based Marketing isLike Email Marketing But Better Email Marketing Limit number of blasts to reduce unsubscribes .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 #SEJSummit #Searchmetrics @larrykim
- 32. Identity Marketing UsingCustom Audiences in Social Ads Identity based marketing opens up a TON of new and exciting advertising use cases! #SEJSummit #Searchmetrics @larrykim
- 33. True Story ofthe Power of Identity-Based Marketing #SEJSummit #Searchmetrics @larrykim
- 34. Shared the Articleon My Social Media #SEJSummit #Searchmetrics @larrykim
- 35. Promoted Post toMy List of Influencers #SEJSummit #Searchmetrics @larrykim
- 36. Story Picked Up inMarketing Land in 2 Hours #SEJSummit #Searchmetrics @larrykim
- 37. +500 Press Pickupsin 48 Hours SATURDAY MONDAYFRIDAY #SEJSummit #Searchmetrics @larrykim
- 38. Custom Audience SocialAds ROI Analysis: • 500 High Value Press Pickups + Links • Massive Brand Exposure • +100k Site Visitors Total Cost: $50 Total Time 10 minutes #SEJSummit #Searchmetrics @larrykim
- 40. True Story #2:Using Identity-Based PPC Marketing to Promote a Live Event #SEJSummit #Searchmetrics @larrykim
- 41. F%$&*@ HEY Amber! I’mKeynoting PPC Hero Conference in October in London! Can we blast this to our list? Hi Larry: list booked through January 2016. No way I’m going to blast something that doesn’t directly translate into sales and leads. How’s the family? :) #SEJSummit #Searchmetrics @larrykim
- 42. But… Who WouldWant to Go to This Event? • Lives in United Kingdom or Ireland • Age 23-50 • Interests: AdWords, PPC Marketing, Marketing Conferences, etc. • College Degree • Works in Marketing • Familiar with me & my company #SEJSummit #Searchmetrics @larrykim
- 43. I don’t even knowwhere people live or what their interests are because I forgot to ask them! #SEJSummit #Searchmetrics @larrykim
- 44. Need to TravelBack in Time and Add Fields to Lead Capture Forms
- 45. Logged into CRM.Downloaded All Email Addresses! #SEJSummit #Searchmetrics @larrykim
- 46. Upload Email &Phone to Facebook & Twitter #SEJSummit #Searchmetrics @larrykim
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- 50. Layered Identity-Based PPCRemarketing Behavioral & Interest Targeting = They’re interested in your stuff Remarketing & List Based PPC Marketing: They Recently Checked Out Your Stuff Demographic Targeting = They Can Afford to Buy Your Stuff Target a Narrow Audience That Meets all 3 Criteria = $$$ #SEJSummit #Searchmetrics @larrykim
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- 53. Buy 1 Retweet/Like,Get 3 Clicks Free! #SEJSummit #Searchmetrics @larrykim
- 54. Clone Your AudienceList Using Similar Audiences!
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- 58. No Government Regulationson This Stuff #SEJSummit #Searchmetrics @larrykim
- 59. Very Difficult ToUnsubscribe From Ads #SEJSummit #Searchmetrics @larrykim
- 60. No Inventory Constraints HEYAmber! Actually, I don’t need to do that email blast after all. Great. That saves us from generating unsubscribes, too. :) #SEJSummit #Searchmetrics @larrykim
- 61. You Can MakeChanges & Test Stuff #SEJSummit #Searchmetrics @larrykim
- 62. You Can DoDo this with $50!
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- 64. 3 Takeaways 1. BiggestEvolution in Ad Targeting in History of Advertising, Ever. 2. Why? Combines the precision of email marketing with the s cale of PPC marketing 3. Opens up unprecedented new marketing opportunities!
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