Inbound2014 larry-kim-wordstream

#INBOUND14

How to Win Friends, Influence People (and Double Your Leads) with Content RemarketingLarry Kim (@larrykim)

Founder, WordStream, Inc.

Larry Kim (@larrykim) #INBOUND14

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1 Founder of WordStream

2 Known for Having Unusual Views

on Paid Search

3 Had First Kid 4 Months ago

(#ppckid)

About Larry (@larrykim)


You’re Engaging In PPC Marketing at INBOUND 2014…


Why Content Remarketing?

• +650k Unique Visitors / Month, Growing at 8% per

Month!

Inbound Marketing Success?

Problem 1: Low Visitor Engagement

Problem 2: Low Conversion Rates

Traffic Generation Activities

Customer Signup

Offer Sign Up

Key Challenge: Avg. conversion rate from blog content viewer to converted lead was low single digits.

Problem 3: Low Brand Recall


So, Actual Situation More Like …

• Turn abandoners into leads

• Increase Branded Recall (Direct & Brand visits)

• Increase repeat visitor rates & engagement

• Multiply effectiveness of Content Marketing Efforts

The Case for Remarketing

Re-Engage With Past Visitors


2 Content Remarketing on The Google Display Network


3 Audience Definition Strategy

Define a Customized List of Users to Target Your Ads

Tip: Use Existing Blog Categories!


4 Audience Membership Duration


Don’t Be Creepy?


Quantifying Ad Fatigue: Remarketing vs. Generic Display Ads


Ad Fatigue: Remarketing vs. Display Ads


Conversion Rate vs. Ad Impressions


So, Just be Creepy!! (Sort-Of)


• Set Membership Duration: 3x Avg. Sale Cycle

• Set Impression Caps to Unlimited!

• Run Multiple Ads Per Campaign!

Be Bold! Get Tons of Ad Impressions


5 Killer Content Remarketing Ads


Vertical rectangle: 240 x 400

Mobile leaderboard: 320 x 50

Banner: 468 x 60

Leaderboard: 728 x 90

Square: 250 x 250

Small square: 200 x 200

Large rectangle: 336 x 280

Inline rectangle: 300 x 250

Skyscraper: 120 x 600

Wide skyscraper: 160 x 600

Half-page: 300 x 600

Etc.

14 Ad Formats on Google Display Network



Diversify Your Ad Formats!

Ad Format Share ofImpressions

Leader board (728 x 90) 25.5%Inline rectangle (300 x 250) 25.1%Banner (468 x 60) 12.0%Wide skyscraper (160 x 600) 10.1%Large Rectangle (336 x 280) 8.6%Mobile leaderboard (320 x 50)

7.4%

Half-page (300 x 600) 4.3%Square (250 x 250) 2.8%


Cost Per Click vs. Click Through Rate on Google Display Network



The High Click Through Rate Game for Content Remarketing

1. Get HIGH CTRs not Low CTRs

2. You’ll Pay for More Clicks, But The Clicks Will Be Much Cheaper (as much as 400% less)


About Those Display Text Ads

• 67.5% of Display Ads are Plain Text Ads!


Avg. Click Through Rate of Ads Based On FormatAd Format on Google Display Network

Click Through Rate

Text ads 0.23%

Image ads 0.31%


381% Tax on Text Ads vs. Image Ads!

Format CPC (USD)

Text ads on GDN

$2.31

Image ads on GDN

$0.48


Ads That Push To Your “Hard” Offers


Tip: Do a Conversion Path Analysis

Define audience segments using the pages that most often lead to a conversion event


Ads That Push to Content


5% of Articles Generate Half the Social Shares



Why Content Marketers Are Fabulous PPC Marketers


Emotions That Make People Click On Content


6 Remarketing Bid Strategies


Be Super Picky: Don’t Pay For Every Click!


Tip: Only Target Your Buyer PersonaOverlay User Demographics: age, income, gender, interests, location, device, time, site/site category, language, time, parental status, etc.


How Content Remarketing Really Works

1. Anonymous users visit your website. Tag them all.

2. Filter based on …– Visiting High Value Pages = High

Commercial Intent– Overlay User Demographics = Right

Target Buyer

3. Commercial Intent + Buyer Persona Match = $$$


8 Advanced Ad Formats


TrueView Ads on YouTubePeople Spend 6 Billion Hours on YouTube each month!


+Post Ads on Google+

Google+ Updates Show Up All Over The Web as Ads


Google+ Visibility Before and After +Post Ads

AfterBefore



The Flywheel Effect: Paid Social Promotion Generates Organic Engagement


9 Audience Expansion Ideas


Use In-Market Segments & Similar Audiences


10 Other Remarketing Venues


Facebook Ad Retargeting


Facebook Retargeting Key Differences

• Create Lists Using Phone Numbers or Emails

• More Audience Segmentation

• CPC or CPM Pricing


11 Why Content Remarketing (Again?!)


We Increased Repeat Visitors by 50%!


Average Time On Site Tripled!


Huge Increase in Direct Visits to Site


•Millions of Ad Impressions /

Month

•Cost Per Lead for Remarketing

similar to Google Search

•Site Conversion Rate +51%!!

•Display Ads ~40 % of Total PPC

Budget

What? HOW?!


12 Budget Allocation Strategy


Cost Per Click of Search vs. Display Networks

Industry Google SearchDisplay 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 Conversion Rates By IndustryIndustry 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 Cost Per Conversion By Industry

Industry Google SearchDisplay 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


Content Remarketing as % of PPC Budget

~66% Keyword Search Ads

~33% Display / Content Remarketing


Paid Content Promotion as % of Content Budget

~1/3 Content Creation~1/3 Organic Content Promotion (Social/PR)

~1/3 Paid Content Promotion


Paid Content Promotion as % of Content Budget

~1/3 Content Creation~1/3 Organic Content Promotion (Social/PR)

~1/3 Paid Content Promotion

Content Remarketing Can Make Your Site be a Unicorn in a Sea of Donkeys

1 Creating Great Content isn’t Enough

2 Remarketing + Demographics + Targeted

Audiences & Ads = WIN

3 Huge Impact on Content Engagement

and Brand Recall

Content Remarketing: Summary


Thank You INBOUND 2014!

Slides: bit.ly/content-remarketing

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Documents

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