Harnessing the Awesome Power of Identity-Based PPC Marketing by Larry Kim - #SEJSummit New York City

A Few Random Facts About Me

#SEJSummit#Searchmetrics @larrykim


Actual Photos of Boston From February This Year

I Live in Harvard Square, Cambridge, MA


WordStream’s Global Headquarters in Boston

2008 2015

Download Slides Here: bit.ly/sejsummit-ny

3 Takeaways1. Biggest Evolution in Ad Targeting in History of Advertising,

Ever.

2. Why? Combines the precision of email marketing with the scale of PPC marketing

3. Opens up unprecedented new marketing opportunities!


Emails end up in “Promotions” Tab


Marketing Emails Ending Up in Roll-Ups, etc.


Email CTRs Falling Over Time


Increasingly Complex Email Regulations


HOWEVER, PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED MARKETS!


Search Ads Aren’t Cheap Anymore


APPS ARE STEALING FROM DESKTOP SEARCHES!


FEWER AD SPOTS ON MOBILE(which is 50% of searches in 2015)

VS.


Facebook Organic Reach Keeps Sinking


So, Many PPC/Social Media/EmailMarketing Efforts Actually More Like …


How to make your:• Email Marketing• PPC Marketing• Social Media MarketingGenerate 10x More Engagement at 1/10th the Cost??


Identity-Based PPC Marketing Will Save The Day!


The Evolution of Display 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)


New “Tailored Audiences” or “Custom Audiences”


People-Based Marketing is LikeEmail Marketing But Better

Email Marketing

Limit number of blasts toreduce 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


Identity Marketing Using Custom Audiences in Social Ads

Identity based marketing opens up a TON of new and exciting advertising use cases!


True Story of the Power of Identity-Based Marketing


Shared the Article on My Social Media


Promoted Post to My List of Influencers


Story Picked Up in Marketing Land in 2 Hours


+500 Press Pickups in 48 Hours

SATURDAY MONDAYFRIDAY


Custom Audience Social Ads ROI Analysis:

I DON’T PROMOTE

EVERY TWEET

BUT WHEN I DO, I TARGET RIDICULOUSLY INFLUENTIAL TWITTER

USERS

• 500 High Value Press Pickups + Links

• Massive Brand Exposure• +100k Site VisitorsTotal Cost: $50Total Time 10 minutes


YOU’RE STILL DOING YOUR PR PITCHING

BY SENDING OUT EMAILS?

True Story #2: Using Identity-Based PPC Marketing to Promote a Live Event


F%$&*@

HEY Amber! I’m Keynoting 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? :)


But… Who Would Want 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


I don’t even know where people live or what their interests are because I forgot to ask them!


Need to Travel Back in Time and Add Fields to Lead Capture Forms

Logged into CRM. Downloaded All Email Addresses!


Upload Email & Phone to Facebook & Twitter


Overlay Behavior Targeting


Overlay Demographic Targeting



Layered Identity-Based PPC RemarketingBehavioral & 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 = $$$




Buy 1 Retweet/Like, Get 3 Clicks Free!


Clone Your Audience List Using Similar Audiences!


No Government Regulations on This Stuff


Very Difficult To Unsubscribe From Ads


No Inventory Constraints

HEY Amber! Actually, I don’t need to do that email blast after all.

Great. That saves us from generating unsubscribes, too. :)


You Can Make Changes & Test Stuff


You Can Do Do this with $50!

Future-Proof Audience Segmentation


3 Takeaways1. Biggest Evolution in Ad Targeting in History of Advertising,

Ever.

2. Why? Combines the precision of email marketing with the scale of PPC marketing

3. Opens up unprecedented new marketing opportunities!

