4 major trends that will make you rethink ppc in 2015 [webinar]

4 Major Trends That Will Make You

Rethink PPC in 2015

Brought to you by:

www.wordstream.com/learn#ppc2015 @larrykim @markirvine89

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Want to get smart in paid search?

#ppc2015 @larrykim @markirvine89

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@WordStream

Today’s Presenters

Larry KimFounder & CTO, WordStream

@LarryKim

Mark IrvineData Scientist, WordStream

@MarkIrvine89

PPC Trend #1

Price & Inventory Headwinds in Paid

Search

Google: Search CPCs Keeps Falling (Overall)

Source: Approx. 2000 WordStream Customers

However Paid Search CPCs at All Time High in Established Markets!

Wordstream-Keywords2

What About Ad

Inventory Volumes

in Established

Markets?

Apps are Stealing from Desktop Searches!

Fewer Ad Spots on Mobile (which is 50% of Searches in 2015)

High CPCs & Low

Growth in Search

Volumes in

Established

Markets (Yikes!)

Winning at Paid Search in 2015 Means Being More Picky Than Before

Quantity of Searches

Price o

Fewer, Higher

Quality, more

expensive clicks

New Demographic Bidding Options (Bing Ads)

Remarketing Lists for Search Ads

• Customize search adsspecifically to people who recently visited your site!

• On Average:• Doubles Click Through

Rate (raises Quality Scores)

• Cuts CPC in Half

So Where Will

Growth in PPC

Come From?

95% of Time Online is Spent on Content Where Display Ads Can Reach Users

Your audience spends 95% of

its time on the web reading

and engaging with news sites,

blogs, general interest sites,

social networks, email and so

on….Everything else

Search5%Customers consider, evaluate & advocate online

Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); http://www.online-

publishers.org/page.php/prmID/421

Display Clicks Are Cheaper

Industry Google Search Display 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 $1.23 $0.66

Display Clicks Convert OK

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 4.36% 3.99%

Display CPAs are Usually

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

Average$27.46 $18.67

Weird Thing About Display Remarketing

Conversion

Increase With

More Ad

Impressions

Quick Recap:

• CPC’s from Search Going Up, Inventory Down (in Established Markets) – so be more picky!

• Display ads have much higher inventory, lower CPCs, Convert OK = Decent ROI and Scale.

PPC Trend #2

The Rise of Identity Based PPC Marketing

5. Website Targeting

(e.g.: Inc. Magazine or

Home & Garden

Weekly)

4. Keyword

Targeting (e.g.

Articles containing

“Health Insurance”)

3. Interests &

Market Segments

(e.g. Business

Services,

Photography)

2. Remarketing

(e.g. People who

visited the “buy”

page of your

website)

1. Identity

(e.g. Specific

Emails or Phone

Numbers)

Evolution of Display Ad Targeting Options

Email Marketing

• Limit Number of Blasts To Reduce Unsubscribes

• 0.5-2% Unsubscribes Each Blast

• People Need To Opt Into Your List

• Tons of Unqualified Emails on the List

People-Based Marketing

• Fixed

• Fixed!

People Based PPC is Like Email Marketing

but WAY Better!

Identity + User Demographics (Customer Persona) = $$$

A Twitter PPC Example: Promote a Guest Post on the Blog

• Tip: Check out #12experts for this and other amazing articles (or visit the WordStream blog)

Create a Custom List of “Industry Influencers”

The Future of Display Ads is Native Mobile

Quick Recap:

• Display ad targeting is better than ever

• Identity based ad targeting opens up all sorts of new PPC marketing use cases!

• Identity + Behavioral / Demographic filters = $$$

• Future of Display = Native Mobile

PPC Trend #3

Google Taking Away All Our Toys!

RIP Keyword Match Types

RIP Device Targeting

Mindless Repetitive Tasks are Going Extinct

Recently Added / Changed or In Danger:

• Keywords (seriously!)

• Dynamic Sitelinks

• Etc.

So, Where to

Focus Efforts

Donkeys vs. Unicorns

• Be a Unicorn Not a Donkey!

Top 1% of Advertisers get 6x Avg. Click Through Rate

Top 10% of Advertisers get 3-5x Avg. Conversion Rates

First Mover Advantage

New Ad Formats: YouTube & Gmail

Quick Recap:

• Mindless Repetitive Optimizations = Smaller Gains

• Strategic Marketing Focus = Huge Gains

• Don’t fret loss of old feature, instead be the first to use the new features.

• Be a unicorn among a sea of donkeys

PPC Trend #4

Convergence of Paid/Organic Teams, Rise of “Content Remarketing”

Me doing the Only PPC Marketing Session at INBOUND 2014

Social Platforms Are Killing off Organic Reach

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

How Content Remarketing Works

CREATEProduce content

& share on social

AMPLIFYSelectively promote top content on social media

TAGBuild remarketing

audience by tagging site visitors with a cookie

ADVERTISETarget your audience with display & social ads promoting offers

FILTERApply behavioral

and demographic filters on audience

CONVERTCapture qualified

leads or sale

Content Remarketing…

Where Content Remarketing Fitsin the Inbound Marketing Funnel

Lead Capture /Nurturing

Social Media Promotion

Blogging /Content CreationRelies on having great content

Dramatically amplifies social visibility

Makes this happen faster and more often

Where Content Remarketing Fits In

SEO & Content Marketing

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.

How does stuff go “Viral”?

Article Published On Friday at 5PM EST

Shared Content on my Social Media

Picked Up in Marketing Land 2 Hours Later…

Exponential Growth

Key Takeaway:

You Need Interesting Content

+ Influential People Finding Your Stuff

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

Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed”

WordStream Articles

Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting “Noticed”

WordStream Articles

Identity Marketing

is a Fantastic

Way to Pitch

Content

Not All Your Content is Interesting to

Super-Connectors

Probably Won’t End Up in The Wall St. Journal…

Paid Social Promotion to Regular Fans Makes All of Your Content Do Better.

WordStream Articles

How To Target Fans

(Regular People) on Social Media?

Target Using Remarketing

Target Fans With Post Engagement Ads

Targeting Fans on Twitter

Targeting Fans on Google+ Using +Post Ads and Retargeting

AfterBefore

The Flywheel Effect of Social Promotion

Promoting Content on The Google

Display Network Using Remarketing

CPC vs. CTR on Google Display

Network

Identify and

Promote These Like

Not All Content is Equal: Only Promote

Your Best Stuff

Push Display Ads Back To Your Content

These Emotions Make People Click on Things

Great Display Ads Look More Like Content

Quick Summary

• Content marketing, social media and PPC

marketing are rapidly converging. Success will

require integrated paid/organic teams.

• Content Remarketing greatly amplifies Content

Marketing and Social Media Marketing

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