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Interactivity Digital presentation by Larry Kim of Wordstream
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CONFIDENTIAL – DO NOT DISTRIBUTE
Remarketing Case Study: Remarketing Case Study: The Secret Rocket Fuel For The Secret Rocket Fuel For your Content Marketing your Content Marketing and SEO Effortsand SEO Efforts
Remarketing Case Study: Remarketing Case Study: The Secret Rocket Fuel For The Secret Rocket Fuel For your Content Marketing your Content Marketing and SEO Effortsand SEO Efforts
Larry Kim, WordStreamInteractivity Digital 2013, Miami, FloridaMay 16, 2013
Case Study: How I Generate Leads For My Business
• About WordStream and our Advertising Goals• Making the Case for Remarketing • My Approach• The Results!
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About Me
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• Larry Kim (@larrykim)– Been doing PPC & SEO for 13 Years!– Started WordStream 5 years ago.– Raised 16M in VC Funding– 70 People / ~1000 Customers– Today we’re an industry-leading provider of
The 20 Minute PPC Work Week and The AdWords Grader
Organic Search Success?
• Blog Gets Approximately Half Million visitors / month• Compound Monthly Growth Rate of Visits = 8.4%
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How?
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SEO Success! (Or.. not?)
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Problem 1: Low Visitor Engagement
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Problem 2: Low Conversion Rate
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Traffic Generation Activities
Customer Signup
Offer Sign Up
Key Challenge: The Conversion Rate from Website Visitor to Offer Sign up was in the mid single digits.
Problem 3: Virtually No Branded Searches
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So Actually, Situation is Really More Like …
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The Case for Remarketing on Google Display Network?
• Opportunity to …– Turn abandoners into leads– Increase Branded Searches– Increase repeat visitor rates &
engagement– Increase effectiveness of SEO &
Content Marketing?
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Users who have visited your web
site
Bring them back to your website
Re-Engage With Previous Visitors
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of people who visit a website leave without completing the actions marketers want them to take
96%
Your Ad
Your SiteX-
of people abandon their shopping cart without completing a purchase
70%
Google Display Network Reach in the US
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92% reach across millions of sites, videos and devices
Sites Games VideoFeeds MobileSocial media
Adsense publisher network
• 204M visitors/month
• 92% of U.S. internet users
• 317B impressions/month
• Hundreds of comScore 1000 sites
Doubleclick ad exchange
• Hundreds of premium publishers, with hundreds of millions of ad placements available every day
Google O&O properties
YouTube
•1B+ video views/day
•2nd largest search engine
•5% of all online time spent
Google sites
•Finance
•Blogger 8.1M
Display Network
Typical Reach of Remarketing…
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1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently
Of the typical remarketing audience, find
Reach them on between As they visit 20 or more pages on a typical day across
84%…within a month
10-18 days… or more out of the month
5-10 sites… of which all pages and
sites have ad space available to Google Display Network
buyers
Audience Definition Strategy
• Funnel and Product Based List Segmentation
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WordStream’s Remarketing Ads
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• Ads that both reinforce WordStream brand while driving to a conversion!
Results after 1 Year
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Impact on User Engagement
• Time on Site Increased from 1:33 to 4:35 (TRIPLED!!)
Impact on User Engagement
• New Visitor Rate Fell From 79.8% to 66.63%• (Meaning, Visitors are actually returning)
Impact on Repeat Visitors
• Percentage of new visitors fell from 79.8% to 68.6%• Meaning, people are way more likely to come back
now
WHAT? HOW?
• 43 Million Ad Impressions This Year So Far• Cost Per Lead for Remarketing Campaigns: 10% Less
than our CPA for Google Search• Site Conversion Rate up by 51%!!• Display Ads = 50% of PPC Spend
Still Not Convinced?
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Remarketing = Your Secret SEO Weapon
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