4 Major Trends That Will Make You Rethink PPC in 2015 Brought to you by: www.wordstream.com/learn
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Today s Presenters Larry Kim Founder & CTO, WordStream @LarryKim Mark Irvine Data Scientist, WordStream @MarkIrvine89
PPC Trend #1 Price & Inventory Headwinds in Paid Search
Google: Search CPCs Keeps Falling (Overall)
However Paid Search CPCs at All Time High in Established Markets! Source: Approx. 2000 WordStream Customers
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) Vs.
High CPCs & Low Growth in Search Volumes in Established Markets (Yikes!)
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
New Demographic Bidding Options (Bing Ads)
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
So Where Will Growth in PPC Come From?
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, email and so on. Everything else 95% Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); http://www.onlinepublishers.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 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%
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
Weird Thing About Display Remarketing Conversion Rates 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
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 Emails 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)
People Based PPC is Like Email Marketing but WAY Better! 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 Fixed Fixed!
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 On?
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 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
FILTER Apply behavioral and demographic filters on audience ADVERTISE Target your audience with display & social ads promoting offers CONVERT Capture qualified leads or sale
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
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!
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.
# of Social Shares Paid Social Promotion of Content to Specific Influencers Increases the Chances of Getting Noticed WordStream Articles
# of Social Shares 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
# of Social Shares 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
The Flywheel Effect of Social Promotion Before After
Promoting Content on The Google Display Network Using Remarketing
CPC vs. CTR on Google Display Network
Not All Content is Equal: Only Promote Your Best Stuff Identify and Promote These Like Crazy
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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