[Unwebinar] Personalizing Your PPC Campaigns with Keyword Insertion, Ad Customizers and Much More!

@larrykim @unbounce #unwebinar

Larry KimFounder and CTOWordstream

Personalizing Your PPC Campaigns with Keyword Insertion, Ad Customizers, and Much More!

Thank you for joining us!We’ll be starting in just a few minutes.

Ryan EngleyVP of Customer Success

Unbounce

Webinar slides and recording will be emailed by the end of the week

http://unbounce.com/try-personalizing-ppc-campaigns-with-keyword-insertion/

@ryan_engley @unbounce #unwebinar

Join our chat on Twitter

Ryan Engley

Director of Customer SuccessUnbounce


Join our chat on Twitter

Larry Kim

Founder and CTOWordstream

Today We’re Talking About Personalized Experiences

60% of marketers struggle to personalize content in real time, yet

77% believe real-time personalization is crucial.

Adobe


74% of Online Consumers get frustrated with websites when

content (offers, ads, promotions) have nothing to do with their interests.

Hubspot


Larry’s #1 PPC Personalization Hack:

Customer Match

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 Purchasers

Non-Purchase Users

Active Purchasers

Customers with Expired

Warranty

Abandoned Shopping Cart

Users

Frequent Purchasers

High Price Item

Purchasers

Recent Purchasers

Ecommerce Audience Email Segmentations


Just Upload Email Addresses into Google AdWords


Use Existing Segmentations and Offers


People-Based Marketing is LikeEmail Marketing But Better

Email MarketingLimit number of blasts toreduce unsubscribes.5-2% unsubscribes each blastPeople Need to opt into your listTons of unqualified emails on the list

People-Based MarketingFixed

FixedFixedFixed


Exact and Phrase Match

Generic Broad Matched Keywords

RLSA

Email

Lowest15% more than branded75% more than branded50% more than branded

$9.43 ROI targeting only Customer Match!!

That’s a 59% higher ROI than its equivalent campaign not targeting

remarketing & 41% higher than RLSA!@larrykim @unbounce #unwebinar


3 x the Conversion Rate of a Non-Targeted campaign




RLSA

Email


Increase Bids for more valuable target audience




RLSA

Email

The Power of SEARCH Remarketing

So What’s The Catch??

Click Through Rates

Conversion Rates!

2X½ 2X

Cost Per Click



The Catch: Volume Will be Lower for Customer Match



RLSA

Email


#SMX #14B3 @larrykim

Clone Your Audience List Using Similar Audiences!


Gmail is your friend too!


91% check their email daily!

Lets talk EMAIL!


CPC’s are Relatively CheapImpressions are highTop on the inbox

Gmail is your friend too


66% of people made a purchases as a result of

an email

Lets talk EMAIL!


Gmail Ads will bring you to the Top!

Click Through Rate! With Low CPC’s


Don’t forget about Similar Audiences!

Branch out! Make new friends, they will like you I promise…


Don’t forget about Quality Score!


Shopping + YouTube = a Great Pair@larrykim @unbounce #unwebinar

YouTube Shopping – Use it!


Google Shopping + YouTube = Miracle



Don’t worry Lead Gen people we’re getting to you


How to Use Customer Match for Led Gen

Larry’s Crazy Customer Match Strategy for…


Lead Gen = Can I Get Yo’ Email

Hey Girl

Can I get Ur Email


Your already matched!

Stop asking for their email! You already have it!

Use Customer match to start treating them differently than a new user!

Ryan Gosling


Push them down the funnel

Try to get them to qualify for next stage in buyer journey.


Clone Your Best Customers

Clone Your Best Lists With Similar Audiences!

PPC Personalization

Hack #2: Display Remarketing

Display & Remarketing


These Ads are Google Display Ads…

Call or Get

Directions

Compare Rates

GDN reaches 90% of Internet users worldwide

65% of whom they reach every single day!



The Power of Display Remarketing

Call or Get

Directions

Compare Rates So Push HARD OFFERS

(Sign-Ups, Consultations, Downloads, etc.)

Click Through Rates!Conversion Rates!2X

2X


Display & Remarketing Ads Convert!

Call or Get

Directions

Compare Rates

Search ads target high commercial intent

Our research shows that display can convert almost

as good as search ads!

Higher Display Ad CTR = Much Lower CPC


Higher Display Ad CTR = Much Lower CPC


Yet, 67.5% of Display Ads are actually just

text, no images!

Display Ad Builder!




Combine Remarketing with Product Ads on Facebook

Larry’s #3 PPC Personalization Hack:

New Mobile Ad Formats

Make Site Visitors More Likely to Convert Using New Mobile Ad Formats


2015 is the largest year in mobile search!


Shopping Ads Steal all the Conversions!!

Price & Image Info Communicated *BEFORE* Clicking Ad


New Shopping Experiences

Image Carousel With Detailed

Info

Call or Get

Directions

Expandable Product Card

Reviews and Ratings

Local Inventory Ads


New Mobile Hotel Ad Experiences

Call or Get

Directions

Click to Book!Ratings

Info!


Image Carousel With Detailed

Info

Image Carousel With Detailed Info

Call or Get

Directions

New Automotive Ad Formats More Likely to Inspire Actions


Use Google to Get a Credit Card

Call or Get

Directions

Support for Regional

BanksCompare

Rates

Expandable Product Card

DetailedReviews

CallLocal Agent


Compare and Buy Insurance Online


Get A Mortgage Online

Find a Mortgag

eLatest Rates

Ratings and

Details


Conversion rate is defined as:(Captured Leads / Landing Page Visitors) *100%

Support for Regional

Banks

Huge leverage in changing the “Landing Page Visitors”

part of the equation by sending more qualified traffic.

Captured Lead

View Landing Page

Website Visitors

CLOSED DEAL!

Call or Get

Directions

PPC Personalization Hack #4: Leveraging Emotions in Ad Copy


Most Ads Are The Same


You Hit The “AdWords JACKPOT!”

I’ve Built a Unicorn Detector!


These Emotions Make People Click!


Examples of Emotional Ad Copy

V2

V1


Emotions Drive Calls Like Crazy!!!

V2

V1


Versus All The Other Ads….


Use Emotions in Display Ads!


Isn’t Good Enough.

Forget about .5% increases. Aim for exponential improvements and

focus on the tactics with the potential to improve your conversion

rates 3x, 5x or even 10x.

#4 PPC Personalization

Hack: Ad Customizers


Increase Click Through Rates Using Ad Customizers


Employ FOMO (fear of missing out)


Use Ad Customizers to Create Urgency & Fear of Missing Out (FOMO)

Urgency Impacts Conversions

As sale ends (or quantity goes to

zero), CVR increases up to 3x!


Go Nuts With Ad Customizers

Consider doing “Perpetual Sales”


Ad Customizers Can Improve QS & CTR by Around 8%


Larry’s #5 PPC Personalization Hack: Dynamic

Keyword Insertion


What Is Dynamic Keyword Insertion?

Keyword insertion is an advanced feature that helps you provide

users with more relevant ad text while using a single generic ad for multiple keywords. AdWords will

insert individual keywords into the same ad text so that a user sees a

distinct ad for their keyword search, if their keyword triggers one of your ad group keywords.





You have 25 characters in the headline and 35 in the body lines of your ad. Make sure your terms will

fit within those constraints.

Tip #1: Be Conscious of Character Limits


Best practice dictates that we capitalize each term in a headline to maximize CTR. However, there may be times that you do

not want every term capitalized. Capitalizing the K or W in Keyword will determine the formatting of your phrase capitalization.

Tip # 2: Pay Attention To Capitalization


A clear example of this is bidding on competitors’ branded terms – Walmart wouldn’t

want the brand name “Target” showing up in its ads because of DKI.

Tip # 3: Careful With Trademarks


Tip # 5: Don’t be Ebay…


Tip # 4: Explore Unbounce’s DKI Tool

Final Thoughts

Focus On Personalization.

Because Its Easier to Do Now and People Love To Feel Special.

http://unbounce.com/try-personalizing-ppc-campaigns-with-keyword-insertion/