PPC beyond Search new ad formats, Display, Social at SES Chicago 2010
The State of PPC in 2015 and Beyond
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Transcript of The State of PPC in 2015 and Beyond
searchmarketingexpo.com
@LarryKim #SMX #13B
About Larry
• Founded WordStream in 2007
• Obsessed about Quality Score
• Have a 9-Month Year Old Kid (#ppckid)
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@LarryKim #SMX #13B
Win This $25 Amazon Gift Card
• Award Given to BEST TIP or FUNNIEST TWEET! • Include @larrykim and #SMX in Tweet
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PPC TREND #1
Price and Inventory Headwinds in Paid
Search
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HOWEVER, PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED MARKETS!
Source: Approx. 2000 WordStream Customers
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FEWER AD SPOTS ON MOBILE (which is 50% of searches in 2015)
VS.
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High CPCs & Low Growth in Search
Volume in Established Markets
(YIKES!)
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@LarryKim #SMX #13B
WINNING AT PAID SEARCH IN 2015 MEANS BEING MORE PICKY THAN BEFORE
Quantity of Searches
Pri
ce o
f Paid
Searc
h C
licks
Fewer, Higher Quality, more
expensive clicks
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@LarryKim #SMX #13B
• 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
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@LarryKim #SMX #13B
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%
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@LarryKim #SMX #13B
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
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@LarryKim #SMX #13B
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%
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@LarryKim #SMX #13B
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
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@LarryKim #SMX #13B
WEIRD THING ABOUT DISPLAY REMARKETING
Conversion Rates Increase With More Ad Impressions
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@LarryKim #SMX #13B
• 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
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@LarryKim #SMX #13B
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)
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@LarryKim #SMX #13B
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!
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@LarryKim #SMX #13B
Identity Based Marketing Opens Up a TON of New and
Exciting Advertising Use Cases!!
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Key Takeaway:
You need interesting content + influential people finding your stuff
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PEOPLE WHO AREN’T JOURNALISTS CAN MAKE STUFF GO “VIRAL” TOO
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IDENTITY MARKETING TO SPECIFIC INFLUENCES INCREASES THE CHANCE OF GETTING “NOTICED”
WordStream Articles
# o
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ocia
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hares
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WordStream Articles
# o
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ocia
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hares
IDENTITY MARKETING TO SPECIFIC INFLUENCES INCREASES THE CHANCE OF GETTING “NOTICED”
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@LarryKim #SMX #13B
• 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
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@LarryKim #SMX #13B
RIP KEYWORD MATCH TYPES
These are Pretty Much all
the Same Now!
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Recently Added/Changed or In Danger:
• Keywords (seriously!)
• Dynamic Sitelinks
• Etc.
MINDLESS REPETITIVE TASKS ARE GOING EXTINCT
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@LarryKim #SMX #13B
• 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
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@LarryKim #SMX #13B
PPC TREND #4
Convergence of Paid/Organic Teams,
Rise of “Content Remarketing”
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HELL HAS FROZEN OVER: ME DOING THE ONLY PPC MARKETING SESSION AT HUBSPOT INBOUND 2014
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• Amplify/promote your content to the right people
• Dramatically accelerate & increase brand recall
• Generate sales and qualified leads
INTRODUCING CONTENT REMARKETING
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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
ADVERTISE Target your
audience with display & social ads promoting
offers
FILTER Apply behavioral
and demographic
filters on audience
CONVERT Capture qualified leads or sale
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@LarryKim #SMX #13B
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
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@LarryKim #SMX #13B
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.
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@LarryKim #SMX #13B
PAID SOCIAL PROMOTION TO REGULAR FANS MAKES ALL OF YOUR CONTENT DO BETTER
WordStream Articles
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@LarryKim #SMX #13B
How to (Cheaply) Target Fans (Regular People) on Social Media
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Promoting Content on the Google Display Network Using Remarketing
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CPC VS. CTR ON GOOGLE DISPLAY NETWORK
Higher Ad CTR = Lower CPC!!
Every +0.1% CTR Yields -20% CPC.
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@LarryKim #SMX #13B
NOT ALL CONTENT IS EQUAL: ONLY PROMOTE YOUR BEST STUFF
Identify and Promote These Like Crazy
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• 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