HOW TO WIN FRIENDS, INFLUENCE PEOPLE (AND DOUBLE YOUR LEADS) WITH CONTENT REMARKETING [INBOUND 2014]
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You built the content, they came, yet few ended up converting into leads or sales. Now what? This session will cover remarketing strategies designed to DOUBLE the number of conversions generated from your content marketing efforts. We’ll cover insanely powerful audience segmentation, targeting, bidding tactics for the top venues where your customers hang out: YouTube, Twitter and Facebook. We’ll also cover strategies for supercharging brand recall and content engagement metrics.
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HOW TO WIN FRIENDS, INFLUENCE PEOPLE (AND DOUBLE YOUR LEADS) WITH CONTENT REMARKETING [INBOUND 2014]
- 1. #INBOUND14 How to Win Friends, Influence People (and Double Your Leads) with Content Remarketing Larry Kim (@larrykim) Founder, WordStream, Inc.
- 2. Larry Kim (@larrykim) #INBOUND14 Include the hashtag#INBOUND14 and me (@larrykim) in your tweets Prizes Awarded For … – Best Tip – Funniest Tweet! Win This $25 Amazon Gift Card!
- 3. 1 Founder of WordStream 2 Known for Having Unusual Views on Paid Search 3 Had First Kid 4 Months ago (#ppckid) About Larry (@larrykim)
- 4. Larry Kim (@larrykim) #INBOUND14 You’re Engaging In PPC Marketing at INBOUND 2014…
- 5. Larry Kim (@larrykim) #INBOUND14 Why Content Remarketing?
- 6. • +650k Unique Visitors / Month, Growing at 8% per Month! Inbound Marketing Success?
- 8. Problem 1: Low Visitor Engagement
- 9. 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.
- 10. Problem 3: Low Brand Recall
- 11. Larry Kim (@larrykim) #INBOUND14 So, Actual Situation More Like …
- 12. • 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
- 13. Re-Engage With Past Visitors
- 14. Larry Kim (@larrykim) #INBOUND14 2 Content Remarketing on The Google Display Network
- 17. Larry Kim (@larrykim) #INBOUND14 3 Audience Definition Strategy
- 18. Define a Customized List of Users to Target Your Ads Tip: Use Existing Blog Categories!
- 19. Larry Kim (@larrykim) #INBOUND14 4 Audience Membership Duration
- 20. Larry Kim (@larrykim) #INBOUND14 Don’t Be Creepy?
- 21. Larry Kim (@larrykim) #INBOUND14 Quantifying Ad Fatigue: Remarketing vs. Generic Display Ads
- 22. Larry Kim (@larrykim) #INBOUND14 Ad Fatigue: Remarketing vs. Display Ads
- 23. Larry Kim (@larrykim) #INBOUND14 Conversion Rate vs. Ad Impressions
- 24. Larry Kim (@larrykim) #INBOUND14 So, Just be Creepy!! (Sort-Of)
- 25. Larry Kim (@larrykim) #INBOUND14 • Set Membership Duration: 3x Avg. Sale Cycle • Set Impression Caps to Unlimited! • Run Multiple Ads Per Campaign! Be Bold! Get Tons of Ad Impressions
- 26. Larry Kim (@larrykim) #INBOUND14 5 Killer Content Remarketing Ads
- 27. Larry Kim (@larrykim) #INBOUND14 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
- 28. Larry Kim (@larrykim) #INBOUND14
- 29. Larry Kim (@larrykim) #INBOUND14 Diversify Your Ad Formats! Ad Format Share of Impressions Leader 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%
- 30. Larry Kim (@larrykim) #INBOUND14 Cost Per Click vs. Click Through Rate on Google Display Network
- 31. Larry Kim (@larrykim) #INBOUND14 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)
- 32. Larry Kim (@larrykim) #INBOUND14 About Those Display Text Ads • 67.5% of Display Ads are Plain Text Ads!
- 33. Larry Kim (@larrykim) #INBOUND14 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%
- 34. Larry Kim (@larrykim) #INBOUND14 381% Tax on Text Ads vs. Image Ads! Format CPC (USD) Text ads on GDN $2.31 Image ads on GDN $0.48
- 35. Larry Kim (@larrykim) #INBOUND14 Ads That Push To Your “Hard” Offers
- 36. Larry Kim (@larrykim) #INBOUND14 Tip: Do a Conversion Path Analysis Define audience segments using the pages that most often lead to a conversion event
- 37. Larry Kim (@larrykim) #INBOUND14 Ads That Push to Content
- 38. Larry Kim (@larrykim) #INBOUND14 5% of Articles Generate Half the Social Shares
- 39. Larry Kim (@larrykim) #INBOUND14
- 40. Larry Kim (@larrykim) #INBOUND14 Why Content Marketers Are Fabulous PPC Marketers
- 41. Larry Kim (@larrykim) #INBOUND14 Emotions That Make People Click On Content
- 42. Larry Kim (@larrykim) #INBOUND14 6 Remarketing Bid Strategies
- 43. Larry Kim (@larrykim) #INBOUND14 Be Super Picky: Don’t Pay For Every Click!
- 44. Larry Kim (@larrykim) #INBOUND14 Tip: Only Target Your Buyer Persona Overlay User Demographics: age, income, gender, interests, location, device, time, site/site category, language, time, parental status, etc.
- 45. Larry Kim (@larrykim) #INBOUND14 How Content Remarketing ReallyWorks 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 = $$$
- 46. Larry Kim (@larrykim) #INBOUND14 8 Advanced Ad Formats
- 47. Larry Kim (@larrykim) #INBOUND14 TrueViewAds on YouTube People Spend 6 Billion Hours on YouTube each month!
- 48. Larry Kim (@larrykim) #INBOUND14 +Post Ads on Google+ Google+ Updates Show Up All Over The Web as Ads
- 49. Larry Kim (@larrykim) #INBOUND14 Google+ Visibility Before and After +Post Ads After Before
- 50. Larry Kim (@larrykim) #INBOUND14
- 51. Larry Kim (@larrykim) #INBOUND14 The Flywheel Effect: Paid Social Promotion Generates Organic Engagement
- 52. Larry Kim (@larrykim) #INBOUND14 9 Audience Expansion Ideas
- 53. Larry Kim (@larrykim) #INBOUND14 Use In-Market Segments & Similar Audiences
- 54. Larry Kim (@larrykim) #INBOUND14 10 Other Remarketing Venues
- 55. Larry Kim (@larrykim) #INBOUND14 Facebook Ad Retargeting
- 56. Larry Kim (@larrykim) #INBOUND14 Facebook Retargeting Key Differences • Create Lists Using Phone Numbers or Emails • More Audience Segmentation • CPC or CPM Pricing
- 57. Larry Kim (@larrykim) #INBOUND14 11 Why Content Remarketing (Again?!)
- 58. Larry Kim (@larrykim) #INBOUND14 We Increased Repeat Visitors by 50%!
- 59. Larry Kim (@larrykim) #INBOUND14 Average Time On Site Tripled!
- 60. Larry Kim (@larrykim) #INBOUND14 Huge Increase in Direct Visits to Site
- 61. Larry Kim (@larrykim) #INBOUND14 • 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?!
- 62. Larry Kim (@larrykim) #INBOUND14 12 Budget Allocation Strategy
- 63. Larry Kim (@larrykim) #INBOUND14 Cost Per Click of Search vs. Display Networks 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
- 64. Larry Kim (@larrykim) #INBOUND14 Average Conversion Rates By Industry 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%
- 65. Larry Kim (@larrykim) #INBOUND14 Average Cost Per Conversion By Industry 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
- 66. Larry Kim (@larrykim) #INBOUND14 Content Remarketing as % of PPC Budget ~66% Keyword Search Ads ~33% Display / Content Remarketing
- 67. 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
- 68. 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
- 69. 1 Creating Great Content isn’t Enough 2 Remarketing + Demographics + Targeted Audiences & Ads = WIN 3 Huge Impact on Content Engagementand Brand Recall Content Remarketing: Summary
- 70. Larry Kim (@larrykim) #INBOUND14 Thank You INBOUND 2014! Slides: bit.ly/content-remarketing We’re Hiring! Visit WordStreamin the Expo Hall!