Top Banner
March 3 rd , 2015 The State Of PPC In 2015 & Beyond Larry Kim Founder & CTO, WordStream @LarryKim
80
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: The State of PPC Marketing in 2015 and Beyond

March 3rd, 2015

The State Of PPC In 2015 & Beyond

Larry KimFounder & CTO,

WordStream

@LarryKim

Page 2: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

About Larry

• Founded WordStreamin 2007

• Obsessed about Quality Score

• Have a 9-Month Year Old Kid (#ppckid)

Page 3: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Actual Photos From My Commute From Boston to SMX West …

Page 4: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

PPC TREND #1

Price and Inventory Headwinds in Paid

Search

Page 5: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

GOOGLE: SEARCH CPCs KEEP FALLING (overall)

Page 6: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

HOWEVER, PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED MARKETS!

Source: Approx. 2000 WordStream Customers

Page 7: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Page 8: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

What About Ad Inventory Volumes in Established Markets?

Page 9: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

APPS ARE STEALING FROM DESKTOP SEARCHES!

Page 10: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

FEWER AD SPOTS ON MOBILE (which is 50% of searches in 2015)

VS.

Page 11: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

High CPCs & Low Growth in Search

Volume in Established Markets

(YIKES!)

Page 12: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

WINNING AT PAID SEARCH IN 2015 MEANS BEING MORE PICKY THAN BEFORE

Quantity of Searches

Pri

ce o

f Paid

Searc

h C

licks

Fewer, Higher Quality, more

expensive clicks

Page 13: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Page 14: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

NEW DEMOGRAPHIC BIDDING OPTIONS (Bing Ads)

Page 15: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

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

• On average:• Doubles CTR, raises Quality Score

• Cuts CPC in HALF!

REMARKETING LISTS FOR SEARCH ADS

Page 16: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

So Where Will Growth in PPC Come From?

Page 17: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Your audience spends 95% of its time on the web reading and engaging with news sites, blogs, general interest sites, social networks, email, etc.

95% OF TIME ONLINE IS SPENT ON CONTENT WHERE DISPLAY ADS CAN REACH USERS

Customers consider, evaluate, and advocate online.

Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); http://www.online-publishers.org/page.php/prmID/421

Everything else95%

Search5%

Page 18: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Page 19: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

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

Page 20: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

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%

Page 21: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

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

Page 22: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

WEIRD THING ABOUT DISPLAY REMARKETING

Conversion Rates Increase With More Ad Impressions

Page 23: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

• CPCs from search are going up, inventory down (in established marketing) – so be pickier!

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

QUICK RECAP

Page 24: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

PPC TREND #2

The Rise of Identity-Based PPC Marketing

Page 25: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

EVOLUTION OF DISPLAY AD TARGETING OPTIONS

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)

Page 26: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Page 27: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Email Marketing

• Limit # of blasts to reduce unsubscribes

• 0.5-2% unsubscribes each blast

• People need to opt into your list

• Tons if unqualified emails on the list

People-Based Marketing

• FIXED

• FIXED

• FIXED

• FIXED

PEOPLE-BASED PPC IS LIKE EMAIL MARKETING BUT WAY BETTER!

Page 28: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Identity Based Marketing Opens Up a TON of New and

Exciting Advertising Use Cases!!

Page 29: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

How does stuff go “Viral”?

Page 30: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

ARTICLE PUBLISHED ON FRIDAY AT 5PM ET

Page 31: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

SHARED CONTENT ON MY SOCIAL MEDIA

Page 32: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

CREATE A CUSTOM LIST OF “INDUSTRY INFLUENCERS”

Page 33: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

STORY PICKED UP IN MARKETING LAND TWO HOURS LATER…

Page 34: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Exponential Growth

Page 35: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Key Takeaway:

You need interesting content + influential people finding your stuff

Page 36: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

PEOPLE WHO AREN’T JOURNALISTS CAN MAKE STUFF GO “VIRAL” TOO

Page 37: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

IDENTITY MARKETING TO SPECIFIC INFLUENCES INCREASES THE CHANCE OF GETTING “NOTICED”

WordStream Articles

# o

f S

ocia

l S

hares

Page 38: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

WordStream Articles

# o

f S

ocia

l S

hares

IDENTITY MARKETING TO SPECIFIC INFLUENCES INCREASES THE CHANCE OF GETTING “NOTICED”

Page 39: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

IDENTITY + USER DEMOGRAPHICS (CUSTOMER PERSONA) = $$$

Page 40: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

THE FUTURE OF DISPLAY ADS IS NATIVE MOBILE

Page 41: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

• 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 Ads = Native Mobile

QUICK RECAP

Page 42: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

PPC TREND #3

Google Taking Away All Our

Toys!

Page 43: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

RIP KEYWORD MATCH TYPES

These are Pretty Much all

the Same Now!

Page 44: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

RIP DEVICE TARGETING

Page 45: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Recently Added/Changed or In Danger:

• Keywords (seriously!)

• Dynamic Sitelinks

• Etc.

MINDLESS REPETITIVE TASKS ARE GOING EXTINCT

Page 46: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

So, What Do We Focus Our Efforts

On?

Page 47: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Be a unicorn not a donkey!

DONKEYS VS. UNICORNS

Page 48: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

TOP 1% OF ADVERTISERS GET 6x AVG. CTR

Page 49: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

TOP 10% OF ADVERTISERS GET 3-5X AVG. CONVERSION RATES

Page 50: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

FIRST MOVER ADVANTAGE

Page 51: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

NEW AD FORMATS: YOUTUBE & GMAIL

Page 52: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

• Mindless repetitive optimizations = smaller gains

• Strategic marketing focus = HUGE gains

• Don’t fret loss of old features, be the FIRST to use new features

• Be a unicorn among a sea of donkeys

QUICK RECAP

Page 53: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

PPC TREND #4

Convergence of Paid/Organic Teams,

Rise of “Content Remarketing”

Page 54: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

HELL HAS FROZEN OVER: ME DOING THE ONLY PPC MARKETING SESSION AT HUBSPOT INBOUND 2014

Page 55: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Page 56: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

SOCIAL PLATFORMS ARE KILLING OFF ORGANIC REACH

Page 57: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Content Marketing + Remarketing =

Content Remarketing

Page 58: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

• Amplify/promote your content to the right people

• Dramatically accelerate & increase brand recall

• Generate sales and qualified leads

INTRODUCING CONTENT REMARKETING

Page 59: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

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

Page 60: The State of PPC Marketing in 2015 and Beyond

ADVERTISETarget your

audience with display & social ads promoting

offers

FILTERApply behavioral

and demographic

filters on audience

CONVERTCapture qualified leads or sale

Page 61: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

WHERE CONTENT REMARKETING FITS IN THE INBOUND MARKETING FUNNEL

Content Remarketing…

Relies on having great content

Dramatically amplifies social visibility

Makes this happen faster and more often

Lead Capture /Nurturing

Social Media Promotion

Blogging /Content Creation

Page 62: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Content Remarketing!

WHERE CONTENT REMARKETING FITS IN

SEO & Content Marketing

PPCMarketing

Social MediaMarketing

Content Remarketing is on the intersection of social, content, and PPC marketing.

Page 63: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Lets Review Some

Key Steps in Detail.

Page 64: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

PROBABLY WON’T END UP IN THE WALL ST. JOURNAL

Page 65: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

PAID SOCIAL PROMOTION TO REGULAR FANS MAKES ALL OF YOUR CONTENT DO BETTER

WordStream Articles

# o

f S

ocia

l S

hares

Page 66: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

How to (Cheaply) Target Fans (Regular People) on Social Media

Page 67: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

PAID PROMOTION YIELDS ORGANIC EXPOSURE

Page 68: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

TARGET USING REMARKETING

Page 69: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

TARGET FANS WITH POST ENGAGEMENT ADS

Page 70: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

TARGET FANS ON TWITTER

Page 71: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

TARGET FANS ON GOOGLE+ USING +POST ADS AND RETARGETING

Page 72: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

THE FLYWHEEL EFFECT OF SOCIAL PROMOTION

AfterBefore

Page 73: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

Promoting Content on the Google Display Network Using Remarketing

Page 74: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

CPC VS. CTR ON GOOGLE DISPLAY NETWORK

Higher Ad CTR = Lower CPC!!

Every +0.1% CTR Yields -20% CPC.

Page 75: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

NOT ALL CONTENT IS EQUAL: ONLY PROMOTE YOUR BEST STUFF

Identify and Promote These Like Crazy

Page 76: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

PUSH DISPLAY ADS BACK TO YOUR CONTENT

Page 77: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

THESE EMOTIONS MAKE PEOPLE CLICK ON THINGS

Page 78: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

GREAT DISPLAY ADS LOOK MORE LIKE CONTENT

Page 79: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC

• Content remarketing, 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

QUICK SUMMARY

Page 80: The State of PPC Marketing in 2015 and Beyond

searchmarketingexpo.com@LarryKim

#SMX #futurePPC