Email may be a marketer’s go-to for lead generation but when your list goes stale, the leads stop flowing, or they just stop clicking, you need a bold idea to refresh your email campaigns. In this new webinar, two of the brightest minds in digital marketing will give you one never-before shared strategy that can actually DOUBLE your email results. You’ll learn how to tie the booming trend of pay-per-click (PPC) advertising to tried-and-true email marketing for the ultimate lead gen machine. Larry Kim of WordStream and Eric Harbison of AWeber will reveal: - The greatest intro to PPC of all time (from #1 PPC expert Larry Kim) - Answers to the most important email & search marketing questions from AWeber CMO - 5 of Larry's top-secret PPC hacks tailor-made for email marketers like you _________________________________________ For more information on WordStream's services, visit www.wordstream.com.

1. Brought to you by:
www.wordstream.com/learn#emailmarketing

2. Pay-per-click (PPC) experts.
We’ve Evaluated over 50,000 AdWords accounts and $15 BILLION in ad spend (WOAH!).
We make online advertising easy.
You can manage AdWords & Bing campaigns in 20 minutes a week.
Premier Google AdWords SMB Partner.
Newly recognized for highest quality service and results.
www.wordstream.com/learn
#emailmarketing

3. Larry Kim @larrykim
Founded WordStream in 2007
Doing PPC for 13 years!
Vote #1 PPC Expert on PPC Hero Blog
Had a kid 8 months ago (#ppckid)
#emailmarketing

4. #emailmarketing
A 16 year-old startup
AWeber was first to market with email automation tools for small businesses in 1998.
Easy email marketing for business owners
We help 120,000+ global bloggers, agencies, entrepreneurs, marketers and associations
succeed with a suite of email marketing tools.
Customer success is our focus.
Live customer support 7 days-a-week. Customers grow their businesses with our 700+
drag-n-drop email templates, 6,000+ free images and 400+ seamless integrations.

5. @ErikHarbison
CMO
Decent Cook
Loves checklists
Marketing Enthusiast
Headshot
#emailmarketing

6. Question Time!
What is your experience with PPC Marketing?
a) None yet, just doing my research
b) I’m a newbie, less than 1 year
c) Intermediate, somewhere between 1-3 years
d) Power user here - 4+ years
#emailmarketing

7. PPC Advertising:
The Who, the How,
and the How Much
#emailmarketing

8. Who?
#emailmarketing

9. The PPC Profile
Do you have a product or service?
Do you have customers?
Do you have a blog or website?
#emailmarketing

10. The PPC - Reasons Why
You like to have control on your marketing
spend.
You like to target potential customers that
have an interest in your business.
You like immediate results.
#emailmarketing

11. How does PPC and Email
work together?
#emailmarketing

12. PPC + EMAIL
#emailmarketing

13. "The future is permission
marketing and the privilege of
delivering anticipated,
personal, and relevant
messages to people who
actually want to get them.”
-Seth Godin
Start Here…
#emailmarketing

14. PPC + Email Blueprint
Paid search delivers
‘active seekers’
RELEVANT
Targeted landing page to
capture preference & email
address (tips, recipes, PDF)
ANTICIPATED
Segment Target
Audiences for follow up
messages
PERSONAL
#emailmarketing

15. Mobile Search Gaining Ground
#emailmarketing

16. Mobile Search Gaining Ground
#emailmarketing

17. Be Mobile Ready
• Keyword consistency
• Content consistency
• Responsive sign up form
experience
#emailmarketing

18. No Dead Ends
Always provide an option for ‘visitors’ to become ‘leads’.
#emailmarketing

19. How Much?
#emailmarketing

20. Consider your ROI
Email Marketing = $43 for every $1 spent
#emailmarketing

21. First, Do These…
Define a tracking method for clicks/sales/actions
Can be set up via Adwords
Establish a list of targeted keywords & copy
Pick what is super relevant to your business
Carve out a 10-14 day window for your test
#emailmarketing

22. PRO TIPs for selecting keywords
“3 for 5” rule.
Ask 3 friends/colleagues to share a list of 5 words that represent your
business.
Include misspellings of your brand term.
Intent is the same and converts.
Use Google Search Suggest.
Guaranteed to give you new ideas.
#emailmarketing

23. How to budget
Set a daily budget of $50-$100
Monitor daily
Adjust bids, copy, targeting parameters
#emailmarketing

24. #emailmarketing

25. Question Time!
What is the top PPC tactic you’ve tested that
drives results for your business?
a) My offer/call-to-action
b) Expanding my ad with site links
c) Geographic targeting
d) Click-to-call instead of a landing page
e) Something else
#emailmarketing

26. Agenda: How to Grow Your Business with PPC
1. Who Should Use AdWords and Why?
2. Setting Up Your First PPC Campaign
3. PPC for Mobile Devices
4. Understanding Remarketing
Larry Kim
(@larrykim)#emailmarketing

27. Why Advertise
on Google?1
#emailmarketing

28. #1 Billions of Searches Every Day
When people need something or want to learn about something
they search for it!
Larry Kim
(@larrykim)#emailmarketing

29. Larry Kim
(@larrykim)
#2 Billions of High Commercial Intent Queries!
#emailmarketing

30. #3 Ads Dominate “High Commercial Intent” Searches
Larry Kim
(@larrykim)#emailmarketing

31. #4 Ads Get 2/3rds of “High Commercial Intent Keyword Clicks”
Larry Kim
(@larrykim)#emailmarketing

32. #5 PPC is Easier to Measure
Larry Kim
(@larrykim)#emailmarketing

33. Who Should Do PPC?
1. Everyone should do at a minimum a small amount of
PPC corresponding to your most important keywords
within your key geographies.
2. Businesses that do best are:
• The types of businesses that used to be listed in the yellow pages.
• Businesses with hard to find specialty items or services
• High margins or possibility of repeat business
3. Easy to turn on/off so give it a try!
Larry Kim
(@larrykim)#emailmarketing

34. Setting Up Your
First AdWords
PPC Campaign2
#emailmarketing

35. Understanding the AdWords
Auction
CONFIDENTIAL – DO NOT
DISTRIBUTE 35#emailmarketing

36. CONFIDENTIAL – DO NOT
DISTRIBUTE 36#emailmarketing

37. #emailmarketing

38. Keyword Research Using Google Keyword Planner
Larry Kim
(@larrykim)#emailmarketing

39. Negative Keywords
Exclude Your Ad From Showing Up if the User’s Search
Query Contains Specific Words.
• Examples:
• Brands you don’t support
• Locations you don’t service
• “Free”, “Video”, “DIY”, “Training”, etc.
Larry Kim
(@larrykim)#emailmarketing

40. Keyword Grouping
BAD OK Better
Key
word
s
Fix Fridge, Stove
Repair, fisher and
paykel fridge repairs,
service washing
machine …
Fix GE Fridge, Broken
Fisher and Paykel
Fridge, frigidaire
Fridge parts, Sub-Zero
warranty expired…
GE refrigerator parts,
GE fridge repair, how
to fix ge refrigerator ice
machine ...
Larry Kim
(@larrykim)#emailmarketing

41. Pro Tip: Be Super Picky
Larry Kim
(@larrykim)
• The Goal is NOT to buy tons of Clicks
• Instead buy as FEW, high quality clicks as possible! Only
keywords that correspond to exactly what you do.
#emailmarketing

42. #emailmarketing

43. #emailmarketing

44. CONFIDENTIAL – DO NOT
DISTRIBUTE 44#emailmarketing

45. #emailmarketing

46. #emailmarketing

47. #emailmarketing

48. Setting Up First Campaign: Key Takeaways
1. Pick Specific, High Commercial Intent Keywords
2. Group Together Keywords With Similar Themes
3. Use Negative Keywords
4. Write Targeted Ad Copy to Provide the Best Answer
for the searcher’s Question
5. Great ads get clicked on often and are rewarded by
Google with higher ad spots at lower price.
6. Poor Quality ads get punished!
7. So… Key To Success = Great Ads!
Larry Kim
(@larrykim)#emailmarketing

49. How To Write Better Quality Ads:
Call-Out Ad
Extensions
Larry Kim
(@larrykim)#emailmarketing

50. How To Write Better Quality Ads:
Location Ad
Extensions
Larry Kim
(@larrykim)#emailmarketing

51. How To Write Better Quality Ads:
Site Link
Extensions
Larry Kim
(@larrykim)#emailmarketing

52. Beta: Email Communication Extension
Larry Kim
(@larrykim)#emailmarketing

53. Mobile
Search Ads3
#emailmarketing

54. More Searches on Mobile Than Desktop!
Larry Kim
(@larrykim)#emailmarketing

55. Mobile Search is VERY Different!
OMG! A
call button!
Larry Kim
(@larrykim)#emailmarketing

56. CONFIDENTIAL – DO
NOT DISTRIBUTE 56
Mobile Changes the Flow in a Big Way!
#emailmarketing

57. CONFIDENTIAL – DO
NOT DISTRIBUTE 57
Contact Rate +& Qualification Dies Quickly
Contact rates significantly drop off after 5
minutes. Why? Declining interest, alternate
solution, etc.
#emailmarketing

58. The Hack: Force People To Call You!
CONFIDENTIAL – DO
NOT DISTRIBUTE 58#emailmarketing

59. Leverage Bid Management Tools
• Day Parting
• Location Bidding
• Mobile Bidding
Adjust your bids based on location, time and
device —all within a single campaign!
Larry Kim
(@larrykim)#emailmarketing

60. Bid Using Location, Time and Device
Campaigns have bid adjustment factors for
Location, Time and Devices
Larry Kim
(@larrykim)#emailmarketing

61. Location Based Bid Management
Larry Kim
(@larrykim)
• Bid higher for areas
where you do more
business.
• Bid less for places
where you do less
business.
#emailmarketing

62. Time Based Bid Management
Larry Kim
(@larrykim)#emailmarketing

63. Device Based Bid Management
Larry Kim
(@larrykim)#emailmarketing

64. Reflect Urgency in Mobile Ads
Larry Kim
(@larrykim)#emailmarketing

65. Mobile Search Key Takeaways:
1. More searches on mobile devices than desktops
2. Use Click to Call Extensions to Dramatically increase
Value of PPC Marketing
3. Bid based on location, device, and time
4. Write ads based on Location, Device & Time
Larry Kim
(@larrykim)#emailmarketing

66. 4Gmail
Ads
#emailmarketing

67. Larry Kim
(@larrykim)#emailmarketing

68. This Email is Actually an Ad in Disguise!
Larry Kim
(@larrykim)#emailmarketing

69. Reuse Your HTML Emails
Larry Kim
(@larrykim)#emailmarketing

70. Demographic Targeting Options
Larry Kim
(@larrykim)#emailmarketing

71. User Attribute Targeting
Larry Kim
(@larrykim)#emailmarketing
Note: You can also exclude all of these attributes, too.

72. Crazy Idea: Target Competitor Emails
Larry Kim
(@larrykim)#emailmarketing

73. 5
Email
Remarketing
on Social Media
#emailmarketing

74. Remarketing on Facebook, Too!
Larry Kim
(@larrykim)
Target Website Visitors OR Custom Lists
#emailmarketing

75. Larry Kim
(@larrykim)
Filter Remarketing Audiences By Purchases
#emailmarketing

76. Larry Kim
(@larrykim)
Filter Remarketing Audience By Income
#emailmarketing

77. Remarketing on Twitter, Too!
Larry Kim
(@larrykim)
Target Website Visitors OR Custom Lists
#emailmarketing

78. 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
• N/A
• N/A
• N/A
• N/A
Larry Kim
(@larrykim)
Custom List Ads Are More Like Email Marketing
#emailmarketing

79. Weird Thing About Email Remarketing…
Conversion
Rates Increase
With More Ad
Impressions
Larry Kim
(@larrykim)#emailmarketing

80. PPC + Email Marketing = POWER
Larry Kim
(@larrykim)#emailmarketing

81. Thank you!
@larrykim
@wordstream
marketingteam@wordstream.com
#emailmarketing
@erikharbison
@aweber
erikh@aweber.com

82. www.wordstream.com/google-adwords www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages
#emailmarketing

83. Special Offers
I would like…
A. A FREE 1-on-1 AdWords & Landing Page Assessment
B. WordStream Advisor Demo
C. AWeber Pro Trial - 50% off for 3 months (new customers only)
D. Thanks, but I don’t need any help with my marketing!
#emailmarketing