how to win friends, influence people (and double your leads) with content remarketing [inbound 2014]
TRANSCRIPT
#INBOUND14
How to Win Friends, Influence People (and Double Your Leads) with Content Remarketing
Larry Kim (@larrykim)
Founder, WordStream, Inc.
Larry Kim (@larrykim) #INBOUND14
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1 Founder of WordStream
2 Known for Having Unusual Views
on Paid Search
3 Had First Kid 4 Months ago
(#ppckid)
About Larry (@larrykim)
Problem 2: Low Conversion Rates
Traffic Generation Activities
Customer Signup
Offer Sign Up
Key Challenge: Avg. conversion rate from blog content viewer to converted lead was low single digits.
• Turn abandoners into leads
• Increase Branded Recall (Direct & Brand visits)
• Increase repeat visitor rates & engagement
• Multiply effectiveness of Content Marketing Efforts
The Case for Remarketing
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• Set Membership Duration: 3x Avg. Sale Cycle
• Set Impression Caps to Unlimited!
• Run Multiple Ads Per Campaign!
Be Bold! Get Tons of Ad Impressions
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Vertical rectangle: 240 x 400
Mobile leaderboard: 320 x 50
Banner: 468 x 60
Leaderboard: 728 x 90
Square: 250 x 250
Small square: 200 x 200
Large rectangle: 336 x 280
Inline rectangle: 300 x 250
Skyscraper: 120 x 600
Wide skyscraper: 160 x 600
Half-page: 300 x 600
Etc.
14 Ad Formats on Google Display Network
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Diversify Your Ad Formats!Ad Format Share of
ImpressionsLeader board (728 x 90) 25.5%Inline rectangle (300 x 250) 25.1%Banner (468 x 60) 12.0%Wide skyscraper (160 x 600) 10.1%Large Rectangle (336 x 280) 8.6%Mobile leaderboard (320 x 50) 7.4%Half-page (300 x 600) 4.3%Square (250 x 250) 2.8%
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The High Click Through Rate Game for Content Remarketing
1. Get HIGH CTRs not Low CTRs
2. You’ll Pay for More Clicks, But The Clicks Will Be Much Cheaper (as much as 400% less)
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About Those Display Text Ads
• 67.5% of Display Ads are Plain Text Ads!
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Avg. Click Through Rate of Ads Based On Format
Ad Format on Google Display Network
ClickThrough Rate
Text ads 0.23%
Image ads 0.31%
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381% Tax on Text Ads vs. Image Ads!
Format CPC (USD)
Text ads on GDN
$2.31
Image ads on GDN
$0.48
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Tip: Do a Conversion Path Analysis
Define audience segments using the pages that most often lead to a conversion event
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Tip: Only Target Your Buyer Persona
Overlay User Demographics: age, income, gender, interests, location, device, time, site/site category, language, time, parental status, etc.
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How Content Remarketing Really Works
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 = $$$
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TrueView Ads on YouTubePeople Spend 6 Billion Hours on YouTube each month!
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+Post Ads on Google+
Google+ Updates Show Up All Over The Web as Ads
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The Flywheel Effect: Paid Social Promotion Generates Organic Engagement
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Facebook Retargeting Key Differences• Create Lists Using
Phone Numbers or Emails
• More Audience Segmentation
• CPC or CPM Pricing
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•Millions of Ad Impressions / Month
•Cost Per Lead for Remarketing similar
to Google Search
•Site Conversion Rate +51%!!
•Display Ads ~40 % of Total PPC
Budget
What? HOW?!
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Cost Per Click of Search vs. Display NetworksIndustry Google Search Display Network
Finance $3.09 $1.03Travel $0.29 $0.28Shopping $0.25 $0.27Jobs & Education $1.80 $0.34Internet & Telecom $1.11 $0.40Computers & Electronics $1.29 $0.44Business & Industrial $1.67 $0.97Home & Garden $0.76 $0.83Autos & Vehicles $0.97 $1.03Beauty & Fitness $1.11 $1.01
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Average Conversion Rates By IndustryIndustry Google Search Display Network
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%
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Average Cost Per Conversion By IndustryIndustry Google Search Display Network
Finance $50.49 $20.12Travel $20.00 $9.36Shopping $6.98 $12.33Jobs & Education $29.56 $16.27Internet & Telecom $17.70 $4.66Computers & Electronics $29.02 $14.86Business & Industrial $39.48 $23.66Home & Garden $34.39 $24.20Autos & Vehicles $22.61 $16.75Beauty & Fitness $24.34 $44.49
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Content Remarketing as % of PPC Budget
~66% Keyword Search Ads
~33% Display / Content Remarketing
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Paid Content Promotion as % of Content Budget
~1/3 Content Creation
~1/3 Organic Content Promotion (Social/PR)
~1/3 Paid Content Promotion
Larry Kim (@larrykim) #INBOUND14
Paid Content Promotion as % of Content Budget
~1/3 Content Creation
~1/3 Organic Content Promotion (Social/PR)
~1/3 Paid Content Promotion
Content Remarketing Can Make Your Site be a Unicorn in a Sea of Donkeys
1 Creating Great Content isn’t Enough
2 Remarketing + Demographics + Targeted Audiences & Ads
= WIN
3 Huge Impact on Content Engagement
and Brand Recall
Content Remarketing: Summary