4 Major Trends That Will Make You Rethink PPC in 2015

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1 4 Major Trends That Will Make You Rethink PPC in 2015 Brought to you by:

2 Want to get smart in paid search?

3 Join the conversation on Twitter

4 Today s Presenters Larry Kim Founder & CTO, Mark Irvine Data Scientist,

5 PPC Trend #1 Price & Inventory Headwinds in Paid Search

6 Google: Search CPCs Keeps Falling (Overall)

7 However Paid Search CPCs at All Time High in Established Markets! Source: Approx WordStream Customers

8 Wordstream-Keywords2

9 What About Ad Inventory Volumes in Established Markets?

10 Apps are Stealing from Desktop Searches!

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

12 High CPCs & Low Growth in Search Volumes in Established Markets (Yikes!)

13 Price of Paid Search Clicks Winning at Paid Search in 2015 Means Being More Picky Than Before Fewer, Higher Quality, more expensive clicks Quantity of Searches

14

15 New Demographic Bidding Options (Bing Ads)

16 Remarketing Lists for Search Ads Customize search ads specifically to people who recently visited your site! On Average: Doubles Click Through Rate (raises Quality Scores) Cuts CPC in Half

17 So Where Will Growth in PPC Come From?

18 95% of Time Online is Spent on Content Where Display Ads Can Reach Users Customers consider, evaluate & advocate online Search 5% Your audience spends 95% of its time on the web reading and engaging with news sites, blogs, general interest sites, social networks, and so on. Everything else 95% Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA);

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20 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

21 Display Clicks Convert OK Industry 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% Average 4.36% 3.99%

22 Display CPAs are Usually Lower Industry Google Search Display Network 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

23 Weird Thing About Display Remarketing Conversion Rates Increase With More Ad Impressions

24 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.

25 PPC Trend #2 The Rise of Identity Based PPC Marketing

26 Evolution of Display Ad Targeting Options 5. Website Targeting (e.g.: Inc. Magazine or Home & Garden Weekly) 3. Interests & Market Segments (e.g. Business Services, Photography) 1. Identity (e.g. Specific s or Phone Numbers) 4. Keyword Targeting (e.g. Articles containing Health Insurance ) 2. Remarketing (e.g. People who visited the buy page of your website)

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28 People Based PPC is Like Marketing but WAY Better! Marketing Limit Number of Blasts To Reduce Unsubscribes 0.5-2% Unsubscribes Each Blast People Need To Opt Into Your List Tons of Unqualified s on the List People-Based Marketing Fixed Fixed Fixed Fixed!

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

30 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)

31 Create a Custom List of Industry Influencers

32

33 The Future of Display Ads is Native Mobile

34 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

35 PPC Trend #3 Google Taking Away All Our Toys!

36 RIP Keyword Match Types

37 RIP Device Targeting

38 Mindless Repetitive Tasks are Going Extinct Recently Added / Changed or In Danger: Keywords (seriously!) Dynamic Sitelinks Etc.

39 So, Where to Focus Efforts On?

40 Donkeys vs. Unicorns Be a Unicorn Not a Donkey!

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

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

43 First Mover Advantage

44 New Ad Formats: YouTube & Gmail

45 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

46 PPC Trend #4 Convergence of Paid/Organic Teams, Rise of Content Remarketing

47 Me doing the Only PPC Marketing Session at INBOUND 2014

48 Social Platforms Are Killing off Organic Reach

49 Content Marketing + Remarketing = Content Remarketing

50 Introducing Content Remarketing Amplify/promote your content to the right people Dramatically accelerate & increase brand recall Generate Sales and Qualified leads

51 How Content Remarketing Works CREATE Produce content & share on social AMPLIFY Selectively promote top content on social media TAG Build remarketing audience by tagging site visitors with a cookie

52 FILTER Apply behavioral and demographic filters on audience ADVERTISE Target your audience with display & social ads promoting offers CONVERT Capture qualified leads or sale

53 Where Content Remarketing Fits in the Inbound Marketing Funnel Content Remarketing Blogging /Content Creation Social Media Promotion Lead Capture / Nurturing Relies on having great content Dramatically amplifies social visibility Makes this happen faster and more often

54 Where Content Remarketing Fits In SEO & Content Marketing Content Remarketing is on the Intersection of Social, Content and PPC Marketing. PPC Marketing Social Media Marketing Content Remarketing!

55 Lets Review Some Key Steps in Detail.

56 How does stuff go Viral?

57 Article Published On Friday at 5PM EST

58 Shared Content on my Social Media

59 Picked Up in Marketing Land 2 Hours Later

60 Exponential Growth

61 Key Takeaway: You Need Interesting Content + Influential People Finding Your Stuff

62 People Who Aren t Journalists Can Make Stuff Go Viral, Too.

63 # of Social Shares Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting Noticed WordStream Articles

64 # of Social Shares Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting Noticed WordStream Articles

65 Identity Marketing is a Fantastic Way to Pitch Content

66 Not All Your Content is Interesting to Super-Connectors

67 Probably Won t End Up in The Wall St. Journal

68 # of Social Shares Paid Social Promotion to Regular Fans Makes All of Your Content Do Better. WordStream Articles

69 How To Target Fans (Regular People) on Social Media?

70 Target Using Remarketing

71 Target Fans With Post Engagement Ads

72 Targeting Fans on Twitter

73 Targeting Fans on Google+ Using +Post Ads and Retargeting

74 The Flywheel Effect of Social Promotion Before After

75 Promoting Content on The Google Display Network Using Remarketing

76 CPC vs. CTR on Google Display Network

77 Not All Content is Equal: Only Promote Your Best Stuff Identify and Promote These Like Crazy

78 Push Display Ads Back To Your Content

79 These Emotions Make People Click on Things

80 Great Display Ads Look More Like Content

81 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

82 Grade Your AdWords Account Grade Your AdWords Landing Pages

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