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.
Fueling A_B experiments with behavioral insights (1).pdf
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)
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.
25. Larry Kim (@larrykim) #INBOUND14
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Set Membership Duration: 3x Avg. Sale Cycle
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Set Impression Caps to Unlimited!
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Run Multiple Ads Per Campaign!
Be Bold! Get Tons of Ad Impressions
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
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
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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
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
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 …
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Visiting High Value Pages = High Commercial Intent
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Overlay User Demographics = Right Target Buyer
3.
Commercial Intent + Buyer Persona Match = $$$
56. Larry Kim (@larrykim) #INBOUND14
Facebook Retargeting Key Differences
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Create Lists Using Phone Numbers or Emails
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More Audience Segmentation
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CPC or CPM Pricing
61. Larry Kim (@larrykim) #INBOUND14
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Millions of Ad Impressions / Month
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Cost Per Lead for Remarketing similar to Google Search
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Site Conversion Rate +51%!!
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Display Ads ~40 % of Total PPC Budget
What? HOW?!
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