Larry Kim - Mad Science of PPC Marketing for Inbound Marketers

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Mad Science of PPC Marketing for Inbound Marketers! Brought to you by: www.wordstream.com/learn #searchlove @larrykim

Welcome To Boston!

Welcome To Boston! A Few Random Facts About Me:

I Live in Harvard Square

I Live in Harvard Square Originally from Winnipeg, Canada

Actual Photos of Boston From February This Year #searchlove @larrykim

I Live in Harvard Square

WordStream’s Global Headquarters in Boston 2008 2015 #searchlove @larrykim

#searchlove @larrykim My Kid Was Born Here 11 Months Ago (#ppckid)

Today’s Agenda • Why Every Inbound Marketer Needs to Know Paid Social Ads & Remarketing • Using Paid Content Promotion and Remarketing on Twitter, Facebook, Linkedin, Google+, YouTube to 3-5x Increase Leads and Sales #searchlove @larrykim

You are Attending a PPC Marketing Session #searchlove @larrykim

Huge Ad Budgets Not Required #searchlove @larrykim

#searchlove @larrykim Why   Paid Social Ads & Remarketing for Inbound Marketers  ?

#1: Most of Your Content Goes Nowhere • 5% of Content = 56% of Page views • Half of Content < 500 Page views #searchlove @larrykim

#2: Facebook Organic Reach Stinks #searchlove @larrykim

#3: Typical Conversion Rate Via Content <1% Traffic Generation Activities Captured Lead Engage with Content #searchlove @larrykim

#4: Low Brand Recall for SEO #searchlove @larrykim

Many Content Marketing Campaigns Actually Look More Like …

How does   CONTENT MARKETING   really work  ? #searchlove @larrykim

#searchlove @larrykim

How to make   STEP 2 (Promotion) & Step 3 (Sales)   Happen with greater magnitude & frequency #searchlove @larrykim

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 #searchlove @larrykim

START / GO 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 3 1 2 #searchlove @larrykim

ADVERTISE Target your audience with display & social ads promoting offers FILTER  Apply behavioral and demographic filters on audience CONVERT  Capture qualified leads or sale END / REPEAT 4 6 5 #searchlove @larrykim

Content Remarketing… Content Remarketing & The Inbound Marketing Funnel Lead Capture /  Nurturing Social Media Promotion Blogging /Content Creation CLOSED DEAL! Relies on having great content Dramatically amplifies social visibility Makes conversions happen faster and more often #searchlove @larrykim

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

Lets Review Some Key Steps in Detail: (Amplify & Convert) #searchlove @larrykim

Paid Content Amplification #searchlove @larrykim

Promoted Tweet Campaigns #searchlove @larrykim

Basic Targeting Options #searchlove @larrykim

Note: Keyword Targeting on Social is Different #searchlove @larrykim Google Twitter / Facebook (Etc.) infant clothes boy Julian’s first birthday lawyer auto accident Some dumbass hit my car pink dress I have nothing to wear for the concert! online dating Emma just broke up with me mobile landing page tools #mobilegeddon Social Keywords: Higher Funnel, Informational, Conversational, Hashtags

Twitter Ads Hack #1: Tweet More Often #searchlove @larrykim

How To Know if You’re Tweeting Too Much #searchlove @larrykim

Twitter Ads Hack #2: Leverage Twitter Ads Quality Score #searchlove @larrykim

Twitter’s Top Secret Quality Score #searchlove @larrykim 1 Point Increase in Engagement Rate = Approx 5% Decrease in Cost Per Engag

Facebook Ads Also Has “Relevance Score” #searchlove @larrykim • Higher post engagement = higher Relevance Score • Higher Relevance Score = More Impression Share and Lower Cost Per Engagement

Twitter Ads Hack #3: Promote Top 1-2% Most Engaging Tweets #searchlove @larrykim

Paid Social Promotion Yields Free Clicks #searchlove @larrykim Buy one Retweet, Get +3 Clicks Free!!

How To Find High Engagement Tweets? #searchlove @larrykim

Twitter Ads Hack #4: Use Custom Audiences #searchlove @larrykim

A True Twitter Ads Story #searchlove @larrykim

Shared Content to My Social Media #searchlove @larrykim

Promoted Post To My List of “Industry Influencers” #searchlove @larrykim

Story Appears in Marketing Land 2 Hours Later.. • Nice High SEO Value Editorial Link! • Drives tons of Referral Traffic, Too! #searchlove @larrykim

Exponential Growth!!

People Who Aren’t Journalists Can Make Stuff Go “Viral”, Too. #searchlove @larrykim

Paid Social ROI Analysis • 500 High Value Press Pickups and Links • Great Brand Exposure • +100k Site Visitors • Total Cost: $50 • Total Time: 30 Minutes #searchlove @larrykim

Millions of Back Links = Millions of Visitors #searchlove @larrykim

What About Facebook Ads? #searchlove @larrykim

Should I “Boost Posts” on Facebook? #searchlove @larrykim

“Boost Post on Facebook”: IT’S A TRAP!

Facebook Boost Post is Way Too Un-Targeted #searchlove @larrykim

Social Ads Hack #5: Facebook Ads 10x More Powerful! #searchlove @larrykim

Target Facebook Ads By Recent Purchases #searchlove @larrykim

Target Facebook Ads By Life Events #searchlove @larrykim

Upload Custom Facebook Audiences #searchlove @larrykim

Get Creative By Layering Targeting Methods #searchlove @larrykim

Key To Victory in Social Ads: High Engagement #searchlove @larrykim • Better Ad Targeting = Better Post Engagement • Lower Cost Per Engagement and Higher Impression Share

What About Google+ Ads? #searchlove @larrykim

+Post Ads on Google+ #searchlove @larrykim • No Ads in Google+ Timelines • Instead Google+ Updates Show Up All Over The Web as Display Ads

Google+ Company Page Engagement Before and After #searchlove @larrykim After Before

What About Linkedin Ads? #searchlove @larrykim

However LinkedIn Blogging a Totally Different Story… #searchlove @larrykim

The Secret To Getting Massive Content Exposure on LinkedIn #searchlove @larrykim Secret to be revealed in “Lets Get Real” Session!!

What About YouTube Ads? #searchlove @larrykim

What About YouTube Ads? #searchlove @larrykim YouTube TrueView Ads!

What About YouTube Ads? #searchlove @larrykim YouTube Hack: Use Ads
to Buy SEO Rankings

Summary: Social Promotion to Amplify Content Reach #searchlove @larrykim 1. Every content marketer should be doing some Paid Social 2. High Engagement Rate = High Quality Score = Low Costs and Huge Reach 3. Be Picky: Target specific people, highly targeted demographics to increase engagement rates 4. Use Ads to Catalyze Organic Efforts

Converting Clicks to Your Content into Leads & Sales #searchlove @larrykim

Remarketing + Content Marketing = $$$ #CROPPC #searchlove @larrykim • Remarketing Requires Content to Work • Dramatically Increase Recall (Direct & Brand visits) • Identify Qualified Prospects and Buyers & Accelerates Buying Process

Remarketing on The Google Display Network (GDN) #searchlove @larrykim

These are Google Display Ads!! #searchlove @larrykim

I want to learn a little about you

Define a Customized List of Users to Target Your Ads Tip: Use Existing Blog Categories!

Crazy Hack to Double Conversions From Remarketing Ads… Conversion Rates Doubles With More Ad Impressions #searchlove @larrykim

Remarketing Hack: Be Bold! Get Tons of Ad Impressio • Set Membership Duration: 3x Avg. Sale Cycle • Set Impression Caps to Unlimited! • Run Multiple Ads Per Campaign! #searchlove @larrykim

Google Display Ads Hack: High Quality Score = Low CPC Every 0.1% increase or decrease in Ad Click Through Rate yields +/- 19% in Average Cost Per Click (CPC) #searchlove @larrykim

Make Sure Your Ads Don’t Suck… (67.5% of them are
Tex

Real Display Ads Do Better: Notice it uses Branding (Company
Logo) AND pushes to an offer! #searchlove @larrykim

Try Pushing Ads To Your Content Downloads #searchlove @larrykim

Display Ads Hack: Promote Your Best Content! #searchlove @larrykim Your
Top Content Gets Most of the Engagement. Identify and Promote Those Articles!

These Emotions Make People Click on Things on the We

Display Ads Hack: Great Display Ads Look Like Content! #searchlove
@larrykim

Lead Generation on Twitter: Remarketing #searchlove @larrykim

Powerful New Social Ad Formats #searchlove @larrykim User’s Name, Email and Twitter Name are automatically emailed or posted to you!

New Social Ad Formats are Game Changers #searchlove @larrykim New 1-Click Ad Formats (“Cards”) 1. Sees Ad 2. Calls Business 3. Lead Captured No Leaky Landing Page! Old Social Ads 1. Sees Ad 2. Clicks On Ad 3. Visits Website Landing Page 4. Lead Captured 3% Average Conversion Rate!

Lead Generation via Facebook: Remarketing! #searchlove @larrykim

Facebook Remarketing is on Steroids! • Overlay thousands of demographic and behavioral targeting filters to only target your ideal customer. • Facebook remarketing finds the needle in the haystack! #searchlove @larrykim

How Facebook Remarketing is Incredible!! 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 = $$$ #searchlove @larrykim

Don’t Spend Too Much Money on Paid Social & Remarketing!

Summary: Mad Science of PPC for Inbound Marketing #searchlove @larrykim 1. Always Promote top 2% of Posts 2. High Engagement Rats is Key 3. Use Social Ads for PR Pitching & Link building 4. LinkedIn Ads Suck 5. Use Paid Ads to Catalyze Organic SEO 6. Never use Facebook Boost Post 7. Make Display Ads Look Like Content 8. Convert 3x More Leads from Content With Remarketing 9. Try out New Social Ad Formats 10. Everyone should do some Paid Social + Remarketing

Paid Social Ads + Remarketing Can Make Your Content be a Unicorn in a Sea of Donkeys

Thank You SearchLove Boston! #searchlove @larrykim

Larry Kim - Mad Science of PPC Marketing for Inbound Marketers

Larry Kim - Mad Science of PPC Marketing for Inbound Marketers

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