The Future of PPC Marketing - 5 Trends You NEED to Know About
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Larry Kim's Keynote Presentation at Social Analytics and Search Conference (sascon) in Manchester, England in June 2015.
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The Future of PPC Marketing - 5 Trends You NEED to Know About
- 1. The State of PPC Marketing in 2015 & Beyond Larry Kim (@larrykim) June 11, 2015
- 3. @LarryKim Actual Photos From My Commute From Boston to SAScon this Morning…
- 4. @LarryKim Today is My First Time Visiting England! @larrykim #sascon
- 5. @LarryKim
- 6. @LarryKim 3. Originally From Winnipeg, Canada!Born & Raised in Winnipeg, Canada
- 7. @LarryKim Lots in Common Between UK & Canada @larrykim #sascon
- 8. @LarryKim We Both Have Very Colourful Money!
- 9. @LarryKim We Have The Monarchy in Common! @larrykim #sascon
- 10. @LarryKim The Queen = Most Popular Person in The World!! Vs. @larrykim #sascon
- 11. @LarryKim The Queen = Owns All My Stuff @larrykim #sascon
- 12. @LarryKim Not Much Stuff Named After Canada Here… @larrykim #sascon
- 13. @LarryKim Doesn’t Resemble Any Canadian Water I’ve Ever Seen… @larrykim #sascon
- 14. @LarryKim Today, I Live in New England! (USA) @larrykim #sascon
- 15. @LarryKim Actual Photos of Boston From February 2015
- 16. @LarryKim I Live in Harvard Square
- 17. @LarryKim WordStream’s Global Headquarters in Boston, Massachusetts, USA 2008 2015 @larrykim #sascon
- 18. @LarryKim The Boston Tea Party @larrykim #sascon
- 19. @LarryKim The Boston Tea Party
- 20. @LarryKim Five Key Trends Impacting The Future of PPC Marketing @larrykim #sascon
- 21. @LarryKim PPC TREND #1 Price and Inventory Headwinds in Paid Search @larrykim #sascon
- 22. @LarryKim GOOGLE: SEARCH CPCs KEEP FALLING (overall) @larrykim #sascon
- 23. @LarryKim HOWEVER, PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED MARKETS! Source: Approx. 2000 WordStream Customers @larrykim #sascon
- 25. @LarryKim What About Ad Inventory Volumes in Established Markets? @larrykim #sascon
- 26. @LarryKim APPS ARE STEALING FROM DESKTOP SEARCHES! @larrykim #sascon
- 27. @LarryKim FEWER AD SPOTS ON MOBILE (which is 50% of searches in 2015) VS. @larrykim #sascon
- 28. @LarryKim High CPCs & Low Growth in Search Volume in Established Markets (YIKES!) @larrykim #sascon
- 29. @LarryKim WINNING AT PAID SEARCH IN 2015 MEANS BEING MORE PICKY THAN BEFORE Quantity of Searches PriceofPaidSearchClicks Fewer, Higher Quality, more expensive clicks @larrykim #sascon
- 31. @LarryKim NEW DEMOGRAPHIC BIDDING OPTIONS (Bing Ads) @larrykim #sascon
- 32. @LarryKim • Customize search ads specifically to people who recently visited your site! • On average: • Doubles CTR, raises Quality Score • Cuts CPC in HALF! REMARKETING LISTS FOR SEARCH ADS (RLSA) @larrykim #sascon
- 33. @LarryKim So Where Will Growth in PPC Come From? @larrykim #sascon
- 34. @LarryKim Your audience spends 95% of its time on the web reading and engaging with news sites, blogs, general interest sites, social networks, email, etc. 95% OF TIME ONLINE IS SPENT ON CONTENT WHERE DISPLAY ADS CAN REACH USERS Customers consider, evaluate, and advocate online. Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); http://www.online-publishers.org/page.php/prmID/421 Everything else 95% Search 5% @larrykim #sascon
- 36. @LarryKim 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 @larrykim #sascon Source: WordStream Client Data (Not Official Google Data)
- 37. @LarryKim 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% @larrykim #sascon Source: WordStream Client Data (Not Official Google Data)
- 38. @LarryKim 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 @larrykim #sascon Source: WordStream Client Data (Not Official Google Data)
- 39. @LarryKim WEIRD THING ABOUT DISPLAY REMARKETING Conversion Rates Increase With More Ad Impressions @larrykim #sascon Source: WordStream Client Data (Not Official Google Data)
- 40. @LarryKim • CPCs from search are going up, inventory down (in established marketing) – so be pickier! • Display ads have a much higher inventory, lower CPCs, Convert OK = Decent ROI and Scale QUICK RECAP @larrykim #sascon
- 41. @LarryKim PPC TREND #2 The Rise of Identity-Based PPC Marketing @larrykim #sascon
- 42. @LarryKim EVOLUTION OF DISPLAY AD TARGETING OPTIONS 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) @larrykim #sascon
- 44. @LarryKim Email Marketing • Limit # of blasts to reduce unsubscribes • 0.5-2% unsubscribes each blast • People need to opt into your list • Tons if unqualified emails on the list People-Based Marketing • FIXED • FIXED • FIXED • FIXED PEOPLE-BASED PPC IS LIKE EMAIL MARKETING BUT WAY BETTER! @larrykim #sascon
- 45. @LarryKim Email Targeting is Coming to AdWords!! @larrykim #sascon
- 46. @LarryKim Identity Based Marketing Opens Up a TON of New and Exciting Advertising Use Cases!! @larrykim #sascon
- 47. @LarryKim How does stuff go “Viral”? @larrykim #sascon
- 48. @LarryKim A True Twitter Ads Story @larrykim #sascon
- 49. @LarryKim SHARED CONTENT ON MY SOCIAL MEDIA @larrykim #sascon
- 50. @LarryKim CREATE A CUSTOM LIST OF “INDUSTRY INFLUENCERS” @larrykim #sascon
- 51. @LarryKim STORY PICKED UP IN MARKETING LAND TWO HOURS LATER… @larrykim #sascon
- 53. @LarryKim Key Takeaway: You need interesting content + influential people finding your stuff @larrykim #sascon
- 54. @LarryKim PEOPLE WHO AREN’T JOURNALISTS CAN MAKE STUFF GO “VIRAL” TOO @larrykim #sascon
- 56. @LarryKim@larrykim #sascon • 500 High Value Press Pickups + Links • Massive Brand Exposure • +100k Site Visitors • Total Cost: $50 • Total Time: 10 Minutes Return on Investment Analysis:
- 57. @LarryKim WordStream Articles #ofSocialShares @larrykim #sascon IDENTITY MARKETING TO SPECIFIC INFLUENCES INCREASES THE CHANCE OF GETTING “NOTICED”
- 58. @LarryKim IDENTITY MARKETING TO SPECIFIC INFLUENCES INCREASES THE CHANCE OF GETTING “NOTICED” @larrykim #sascon WordStream Articles #ofSocialShares
- 59. @LarryKim IDENTITY + USER DEMOGRAPHICS (CUSTOMER PERSONA) = $$$ @larrykim #sascon
- 60. @LarryKim THE FUTURE OF DISPLAY ADS IS NATIVE MOBILE @larrykim #sascon
- 61. @LarryKim • Display ad targeting is better than ever • Identity-based ad targeting opens up all sorts of new PPC marketing use cases! • Identity + Behavioral/Demographic Filters = $$$ • Future of Display Ads = Native Mobile QUICK RECAP @larrykim #sascon
- 62. @LarryKim PPC TREND #3 Mobile Ads, Duh. @larrykim #sascon
- 63. @LarryKim The Top Secret Mobile Ads Hack! @larrykim #sascon Join Me at 15:30 in Room 1 for “The Mobile Opportunity – The Untapped Goldmine!”
- 64. @LarryKim PPC TREND #4 Google Taking Away All Our Toys! @larrykim #sascon
- 65. @LarryKim RIP KEYWORD MATCH TYPES These are Pretty Much all the Same Now! @larrykim #sascon
- 66. @LarryKim RIP DEVICE TARGETING @larrykim #sascon
- 67. @LarryKim Recently Added/Changed or In Danger: • Keywords (seriously!) • Dynamic Sitelinks • Etc. MINDLESS REPETITIVE TASKS ARE GOING EXTINCT @larrykim #sascon
- 68. @LarryKim So, What Do We Focus Our Efforts On? @larrykim #sascon
- 69. @LarryKim Be a unicorn not a donkey! DONKEYS VS. UNICORNS @larrykim #sascon
- 70. @LarryKim TOP 1% OF ADVERTISERS GET 6x AVG. CTR @larrykim #sascon
- 71. @LarryKim These Ads Are All Donkeys @larrykim #sascon
- 72. @LarryKim This Ad Gets 6x The Average CTR and is a Unicorn @larrykim #sascon
- 74. @LarryKim TOP 10% OF ADVERTISERS GET 3-5X AVG. CONVERSION RATES @larrykim #sascon
- 75. @LarryKim FIRST MOVER ADVANTAGE @larrykim #sascon
- 76. @LarryKim GMAIL ADS: Email Ads in Disguise @larrykim #sascon
- 77. @LarryKim 5x Higher CTR! Target Competitor Emails! @larrykim #sascon
- 79. @LarryKim Use YouTube Ads To Buy SEO Rankings @larrykim #sascon
- 80. @LarryKim • Mindless repetitive optimizations = smaller gains • Strategic marketing focus = HUGE gains • Don’t fret loss of old features, be the FIRST to use new features • Be a unicorn among a sea of donkeys QUICK RECAP @larrykim #sascon
- 81. @LarryKim PPC TREND #5 Rise of “Content Remarketing”, Convergence of Paid/Organic Teams @larrykim #sascon
- 82. @LarryKim HELL HAS FROZEN OVER: ME DOING THE ONLY PPC MARKETING SESSION AT HUBSPOT INBOUND 2014 @larrykim #sascon
- 84. @LarryKim SOCIAL PLATFORMS ARE KILLING OFF ORGANIC REACH @larrykim #sascon
- 85. @LarryKim Content Marketing + Remarketing = Content Remarketing
- 86. @LarryKim • Amplify/promote your content to the right people • Dramatically accelerate & increase brand recall • Generate sales and qualified leads INTRODUCING CONTENT REMARKETING @larrykim #sascon
- 87. @LarryKim 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
- 88. ADVERTISE Target your audience with display & social ads promoting offers FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale
- 89. @LarryKim WHERE CONTENT REMARKETING FITS IN THE INBOUND MARKETING FUNNEL Content Remarketing… Relies on having great content Dramatically amplifies social visibility Makes this happen faster and more often Lead Capture / Nurturing Social Media Promotion Blogging /Content Creation @larrykim #sascon
- 90. @LarryKim Content Remarketing! WHERE CONTENT REMARKETING FITS IN SEO & Content Marketing PPC Marketing Social Media Marketing Content Remarketing is on the intersection of social, content, and PPC marketing. @larrykim #sascon
- 91. @LarryKim Lets Review Some Key Steps in Detail.
- 92. @LarryKim PROBABLY WON’T END UP IN THE WALL ST. JOURNAL @larrykim #sascon
- 93. @LarryKim PAID SOCIAL PROMOTION TO REGULAR FANS MAKES ALL OF YOUR CONTENT DO BETTER WordStream Articles #ofSocialShares @larrykim #sascon
- 94. @LarryKim How to (Cheaply) Target Fans (Regular People) on Social Media @larrykim #sascon
- 95. @LarryKim TARGET USING REMARKETING @larrykim #sascon
- 96. @LarryKim TARGET FANS WITH POST ENGAGEMENT ADS @larrykim #sascon
- 97. @LarryKim Refine Audiences By Layering Recent Purchase Activity @larrykim #sascon
- 98. @LarryKim Or Recent Life Events (Or 2500 Other Demographic Targeting Options) @larrykim #sascon
- 99. @LarryKim PAID PROMOTION YIELDS ORGANIC EXPOSURE @larrykim #sascon Buy One Retweet, Get 3 Clicks Free!
- 100. @LarryKim TARGET FANS ON TWITTER @larrykim #sascon
- 101. @LarryKim Even Google+ Has Ads @larrykim #sascon
- 102. @LarryKim +Post Ads on Google+ @larrykim #sascon
- 103. @LarryKim The Flywheel Effect of Social Promotion + Insane Power of First-Mover Advantage AfterBefore @larrykim #sascon
- 104. @LarryKim Promoting Content on the Google Display Network Using Remarketing @larrykim #sascon
- 105. @LarryKim QUALITY SCORE EXISTS ON GOOGLE DISPLAY NETWORK @larrykim #sascon Source: WordStream Client Data (Not Official Google Data)
- 106. @LarryKim PUSH DISPLAY ADS BACK TO YOUR CONTENT @larrykim #sascon
- 107. @LarryKim THESE EMOTIONS MAKE PEOPLE CLICK ON THINGS @larrykim #sascon
- 108. @LarryKim GREAT DISPLAY ADS LOOK MORE LIKE CONTENT @larrykim #sascon
- 109. @LarryKim • Content remarketing, 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 QUICK SUMMARY @larrykim #sascon
- 110. @LarryKim Summary: The Five Key Trends Impacting The Future of PPC Marketing @larrykim #sascon
- 111. @LarryKim 1. Super-Picky PPC: Buy fewer, Higher Quality Clicks. Embrace display ads for scale. 2. Identity Marketing: Think about PPC ads as email marketing. 3. Mobile, Duh: (Stay Tuned for Next Panel Discussion) 4. Embrace Automation: Focus on Marketing Strategy Not Mindless Repetitive Tasks. 5. Content Remarketing: Use PPC Ads to catalyze content marketing efforts. Five PPC Trends to Remember @larrykim #sascon
Editor's Notes
- Kate
- Kate
- Boston is infamous for the boston tea party. In 1773, American colonists, upset with their treatment by their English bretherin, boarded English ships and threw valuable tea into boston harbor. This led to an escalation of the conflict which eventually led to the American revolutionary war.
- Picky child needed