SearchLove Boston 2015 | Larry Kim, ‘Mad Science of PPC Marketing for Inbound Marketers’

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

#ABDelusion #CROWelcome To Boston!

#ABDelusion #CRO
Welcome To Boston!
A Few Random Facts
About Me:

#ABDelusion #CROI Live in Harvard Square

#ABDelusion #CROI Live in Harvard Square
Originally from Winnipeg, Canada

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Actual Photos of Boston From February This
Year

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WordStream’s Global Headquarters in Boston
2008 2015

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

#ABDelusion #CRO
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

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You are Attending a PPC Marketing
Session

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Huge Ad Budgets
Not Required

Why  
Paid Social Ads &
Remarketing for
Inbound Marketers 
?

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

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#2: Facebook Organic Reach
Stinks

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

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#4: Low Brand Recall for SEO

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Many Content Marketing Campaigns
Actually Look More Like …

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How does  
CONTENT MARKETING  
really work 
?

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

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Content Marketing +
Remarketing =
Content Remarketing

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Introducing Content Remarketing
• Amplify/promote
your content to the
right people
• Dramatically
accelerate &
increase brand
recall
• Generate Sales and
Qualified leads

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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

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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

#ABDelusion #CRO
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

#ABDelusion #CRO
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.

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Lets Review Some
Key Steps in Detail:
(Amplify & Convert)

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Paid Content
Amplification

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Promoted Tweet Campaigns

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Basic Targeting Options

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Note: Keyword Targeting on Social is Different
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

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Twitter Ads Hack #1: Tweet More Often

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How To Know if You’re Tweeting Too Much

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Twitter Ads Hack #2: Leverage Twitter Ads Quality Score

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

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

#ABDelusion #CRO
Twitter Ads Hack #3: Promote Top 1-2% Most Engaging Tweets

#ABDelusion #CRO
Paid Social Promotion Yields Free Clicks
Buy one Retweet, Get +3 Clicks Free!!

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How To Find High Engagement Tweets?

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Twitter Ads Hack #4: Use Custom Audiences

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A True Twitter Ads Story

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Shared Content to My Social Media

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Promoted Post To My List of “Industry Influencers”

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

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Exponential Growth!!

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

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

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Millions of Back Links = Millions of Visitors

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What About
Facebook Ads?

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Should I “Boost Posts” on Facebook?

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

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Facebook Boost Post is Way Too Un-Targeted

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

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Target Facebook Ads By Recent Purchases

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Target Facebook Ads By Life Events

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Upload Custom Facebook Audiences

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Get Creative By Layering Targeting Methods

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

#ABDelusion #CRO
What About
Google+ Ads?

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

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Google+ Company Page Engagement Before and After
After
Before

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What About
Linkedin Ads?

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However LinkedIn Blogging a Totally Different Story…

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

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What About
YouTube Ads?

What About
YouTube Ads?

What About
YouTube Ads?
YouTube TrueView Ads!

What About
YouTube Ads?
YouTube Hack: Use Ads to Buy SEO Rankings

#ABDelusion #CRO
Summary: Social Promotion to Amplify Content Reach
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

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Converting Clicks to
Your Content into
Leads & Sales

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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

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Remarketing on
The Google Display
Network (GDN)

These are
Google Display
Ads!!

I want to learn a little about you

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

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

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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!

#ABDelusion #CRO
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)

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!

Try Pushing Ads To Your Content Downloads

Display Ads Hack: Promote Your Best Content!
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!

#ABDelusion #CRO
Lead Generation on Twitter: Remarketing

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

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New Social Ad Formats are Game Changers
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!

#ABDelusion #CRO
Lead Generation via Facebook:
Remarketing!

#ABDelusion #CRO
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!

#ABDelusion #CRO
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 = $$$

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

#ABDelusion #CRO
Summary: Mad Science of PPC for Inbound Marketing
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

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

#ABDelusion #CRO
Thank You SearchLove Boston!

SearchLove Boston 2015 | Larry Kim, ‘Mad Science of PPC Marketing for Inbound Marketers’

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SearchLove Boston 2015 | Larry Kim, ‘Mad Science of PPC Marketing for Inbound Marketers’