SearchLove Boston 2015 | Larry Kim, ‘Mad Science of PPC Marketing for Inbound Marketers’

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Mad Science of PPC Marketing for Inbound Marketers!

Brought to you by:

www.wordstream.com/learn#searchlove @larrykim


Welcome To Boston!


Welcome To Boston!

A Few Random Facts About Me:


I Live in Harvard Square



Originally from Winnipeg, Canada


Actual Photos of Boston From February This Year

#searchlove @larrykim




WordStream’s Global Headquarters in Boston

2008 2015




My Kid Was Born Here 11 Months Ago (#ppckid)


Today’s Agenda

• Why Every Inbound Marketer Needs to Know Paid Social Ads & Remarketing

• Using Paid Content Promotion and Remarketing on Twitter, Facebook, Linkedin, Google+, YouTube to 3-5x Increase Leads and Sales



You are Attending a PPC Marketing Session



Huge Ad Budgets Not Required




Why Paid Social Ads & Remarketing for

Inbound Marketers ?


#1: Most of Your Content Goes Nowhere

• 5% of Content = 56% of Page views

• Half of Content < 500 Page views



#2: Facebook Organic Reach Stinks



#3: Typical Conversion Rate Via Content <1%

Traffic Generation Activities

Captured Lead

Engage with Content



#4: Low Brand Recall for SEO



Many Content Marketing Campaigns Actually Look More Like …


How does CONTENT MARKETING

really work ?





How to make STEP 2 (Promotion) & Step 3 (Sales)

Happen with greater magnitude & frequency



Content Marketing + Remarketing = Content Remarketing


Introducing Content Remarketing

• Amplify/promote your content to the right people

• Dramatically accelerate & increase brand recall

• Generate Sales and Qualified leads



STA

RT /

GO

How Content Remarketing Works

CREATEProduce content

& share on social

AMPLIFYSelectively

promote top content on

social media

TAG Build remarketing

audience by tagging site visitors

with a cookie3

1

2



ADVERTISETarget your

audience with display & social ads promoting

offers

FILTER Apply behavioral

and demographic

filters on audience

CONVERT Capture qualified

leads or sale

END

/ REPEAT

4

6

5



Content Remarketing…

Content Remarketing & The Inbound Marketing Funnel

Lead Capture /Nurturing

Social Media Promotion

Blogging /Content Creation

CLOSED DEAL!

Relies on having great content

Dramatically amplifies social visibility

Makes conversions happen faster and more often



Where Content Remarketing Fits In

SEO & Content Marketing

PPC Marketing

Social Media Marketing

Content Remarketing!

Content Remarketing is on the Intersection of Social, Content and PPC Marketing.



Lets Review Some Key Steps in Detail: (Amplify & Convert)#searchlove @larrykim


Paid Content Amplification



Promoted Tweet Campaigns



Basic Targeting Options



Note: Keyword Targeting on Social is Different


Google Twitter / Facebook (Etc.)

infant clothes boy Julian’s first birthdaylawyer auto accident Some dumbass hit my carpink dress I have nothing to wear for the

concert!online dating Emma just broke up with memobile landing page tools

#mobilegeddon

Social Keywords: Higher Funnel, Informational, Conversational, Hashtags


Twitter Ads Hack #1: Tweet More Often



How To Know if You’re Tweeting Too Much



Twitter Ads Hack #2: Leverage Twitter Ads Quality Score



Twitter’s Top Secret Quality Score


1 Point Increase in Engagement Rate = Approx 5% Decrease in Cost Per Engagement


Facebook Ads Also Has “Relevance Score”


• Higher post engagement = higher Relevance Score

• Higher Relevance Score = More Impression Share and Lower Cost Per Engagement


Twitter Ads Hack #3: Promote Top 1-2% Most Engaging Tweets




Paid Social Promotion Yields Free Clicks


Buy one Retweet, Get +3 Clicks Free!!


How To Find High Engagement Tweets?



Twitter Ads Hack #4: Use Custom Audiences



A True Twitter Ads Story



Shared Content to My Social Media



Promoted Post To My List of “Industry Influencers”



Story Appears in Marketing Land 2 Hours Later..

• Nice High SEO Value Editorial Link!

• Drives tons of Referral Traffic, Too!



Exponential Growth!!


People Who Aren’t Journalists Can Make Stuff Go “Viral”, Too.




Paid Social ROI Analysis

• 500 High Value Press Pickups and Links

• Great Brand Exposure • +100k Site Visitors • Total Cost: $50 • Total Time: 30 Minutes



Millions of Back Links = Millions of Visitors



What About Facebook Ads?



Should I “Boost Posts” on Facebook?



“Boost Post on Facebook”:

IT’S A TRAP!


Facebook Boost Post is Way Too Un-Targeted



Social Ads Hack #5: Facebook Ads 10x More Powerful!



Target Facebook Ads By Recent Purchases



Target Facebook Ads By Life Events



Upload Custom Facebook Audiences



Get Creative By Layering Targeting Methods



Key To Victory in Social Ads: High Engagement


• Better Ad Targeting = Better Post Engagement

• Lower Cost Per Engagement and Higher Impression Share


What About Google+ Ads?



+Post Ads on Google+


• No Ads in Google+ Timelines

• Instead Google+ Updates Show Up All Over The Web as Display Ads


Google+ Company Page Engagement Before and After


AfterBefore


What About Linkedin Ads?





However LinkedIn Blogging a Totally Different Story…



The Secret To Getting Massive Content Exposure on LinkedIn


Secret to be revealed in “Lets Get Real” Session!!


What About YouTube Ads?






YouTube TrueView Ads!



YouTube Hack: Use Ads to Buy SEO Rankings


Summary: Social Promotion to Amplify Content Reach


1. Every content marketer should be doing some Paid Social

2. High Engagement Rate = High Quality Score = Low Costs and Huge Reach

3. Be Picky: Target specific people, highly targeted demographics to increase engagement rates

4. Use Ads to Catalyze Organic Efforts


Converting Clicks to Your Content into

Leads & Sales



Remarketing + Content Marketing = $$$

#CROPPC#searchlove @larrykim

• Remarketing Requires Content to Work • Dramatically Increase Recall (Direct & Brand visits) • Identify Qualified Prospects and Buyers &

Accelerates Buying Process


Remarketing on The Google Display

Network (GDN)


These are Google Display Ads!!


I want to learn a little about you

I want to learn a little about you


Define a Customized List of Users to Target

Your AdsTip: Use Existing Blog Categories!


Crazy Hack to Double Conversions From Remarketing Ads…

Conversion Rates

Doubles With More

Ad Impressions



Remarketing Hack: Be Bold! Get Tons of Ad Impressions

• Set Membership Duration: 3x Avg. Sale Cycle

• Set Impression Caps to Unlimited!

• Run Multiple Ads Per Campaign!



Google Display Ads Hack: High Quality Score = Low CPC!

Every 0.1% increase or decrease in Ad Click Through Rate yields +/- 19% in Average Cost Per Click (CPC)


Make Sure Your Ads Don’t Suck… (67.5% of them are Text)

Real Display Ads Do Better:

Notice it uses Branding (Company Logo) AND pushes to an offer!


Try Pushing Ads To Your Content Downloads


Display Ads Hack: Promote Your Best Content!


Your Top Content Gets Most of the Engagement. Identify and Promote Those Articles!

These Emotions Make People Click on Things on the Web


Display Ads Hack: Great Display Ads Look Like Content!



Lead Generation on Twitter: Remarketing



Powerful New Social Ad Formats


User’s Name, Email and Twitter Name are automatically emailed or posted to you!


New Social Ad Formats are Game Changers


New 1-Click Ad Formats (“Cards”)

1. Sees Ad

2. Calls Business

3. Lead Captured

No Leaky Landing Page!

Old Social Ads

1. Sees Ad

2. Clicks On Ad

3. Visits Website Landing Page

4. Lead Captured 3% Average Conversion

Rate!


Lead Generation via Facebook: Remarketing!



Facebook Remarketing is on Steroids!

• Overlay thousands of demographic and behavioral targeting filters to only target your ideal customer.

• Facebook remarketing finds the needle in the haystack!



How Facebook Remarketing is Incredible!!

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 = $$$



Don’t Spend Too Much Money on Paid Social & Remarketing!


Summary: Mad Science of PPC for Inbound Marketing


1. Always Promote top 2% of Posts

2. High Engagement Rats is Key

3. Use Social Ads for PR Pitching & Link building

4. LinkedIn Ads Suck 5. Use Paid Ads to

Catalyze Organic SEO

6. Never use Facebook Boost Post

7. Make Display Ads Look Like Content

8. Convert 3x More Leads from Content With Remarketing

9. Try out New Social Ad Formats

10. Everyone should do some Paid Social + Remarketing


Paid Social Ads + Remarketing Can Make Your Content be a Unicorn in a Sea of Donkeys


Thank You SearchLove Boston!
