Larry Kim discusses outdated pay-per-click (PPC) marketing strategies and provides 5 hacks for improving PPC campaigns. The hacks include: 1) Creating content outside one's niche to build brand awareness and affinity, 2) Eliminating click fraud to improve performance, 3) Using a flexible "slush fund" budget, 4) Leveraging Facebook Messenger marketing, and 5) Targeting unrelated interests in Facebook ads to increase engagement at low cost. The document promotes these "unicorn hacks" as ways to dramatically lower costs and increase conversion rates for PPC campaigns on platforms like Facebook, Google, and Outbrain.
2. PPC is +20 Years
Old (a Dinosaur
in Technology
Years!)
@larrykim #outbrainwebinars
3. 20 Years Later:
Our PPC Marketing Unicorn Showing Signs of Old Age
@larrykim #outbrainwebinars
4. 1. PAID SEARCH CPCs AT ALL TIME HIGH IN
ESTABLISHED MARKETS!
Source: Approx. 2500 WordStream Customers
(Not official Google Data.)
Desktop
Tablet
Mobile
@larrykim #outbrainwebinars
7. 2. Conversion Rates Are Low & Going Nowhere
Search Conversion Rate Distribution
Median: 2.35%
Top 25%: 5.31% and Above
Top 10%: 11.45% and
Above
SHAREOFALLACCOUNTS
SEARCH CONVERSION RATE. (WordStream Customer Data – Not Official Google Data)
@larrykim #outbrainwebinars
8. How to make PPC
Campaigns With …
• Much Lower CPCs
• Much Higher Conversion Rates
Note: Looking for BIG gains (+5x
Improvements) not tiny 5% changes
here.
@larrykim #outbrainwebinars
9. @larrykim
1. Definition of PPC
“Hack”:
2. 1. High Leverage
3. 2. For Low Effort
4. 3. That most people
don’t already use
5. 4. For PPC Marketing
Platforms – FB,
GOOG, Outbrain, etc.
@larrykim #outbrainwebinars
16. #5: Larry’s Inverted Unicorn
Facebook Ad Targeting
Method for Tripling CTR
@larrykim #outbrainwebinars
17. Regular Ad
Targeting: Casting
a Narrow Net to
Maximize
Engagement Rates
Remarketing
Demographic
Interests
Behavioral
Targeting
High
Engagement
Content
@larrykim #outbrainwebinars
18. People Who
Like Email
Marketing
AND .. Have
Marketing Job
Titles
Unicorns!
Example of Normal Facebook Ad Targeting
@larrykim #outbrainwebinars
19. Inverted Unicorn: Target two completely UNRELATED Interests!
People Who
Like Game of
Thrones
Inverted
Unicorn Ad
Targeting!
People Who Like
Email Marketing
@larrykim #outbrainwebinars
34. @larrykim
If Your Content is
So Great Why is it
Going Nowhere?
Larry’s #2 PPC
Hack: Eliminate
90% of Click
Fraud
Reduction on
Google Display
Network & FB
@larrykim #outbrainwebinars
51. Solution: Fix Remarketing Volume Issue By
Dramatically Expanding Cookie Pools
Solution: make the
smaller circle 100-
1000x bigger for
cheap! (not Using
PPC)
People
unfamiliar
with your
brand
People
familiar with
your brand
Remarketing only targets
these usersRemarketing Doesn’t Target
These Users (By Definition)
@larrykim #outbrainwebinars
52. The Hack: Create &
Promote Content
*Outside* of Your Niche
(Connect to Customers,
Earlier!)
@larrykim #outbrainwebinars
53. Broadest Interest of your
Target Audience (Which
you can credibly speak
to – Outside your niche)
Find the Biggest
Overlapping
Topic(s) – HOW?
What You Actually
Sell (Your Niche)
@larrykim #outbrainwebinars
54. Use Google Analytics
User Explorer to Gain
Insights To Determine
Target Market
@larrykim #outbrainwebinars
57. Create &
Advertise Off-
Topic Content to
Build Brand
Biases (At least
20% of
Resources!)
@larrykim #outbrainwebinars
58. How Content Marketing REALLY Works
STEP 1:
Demand Creation: Create & Promote Inspirational / Memorable
Content about Your Brand to your Target Market
STEP 2:
Bias Formation: People See Your Content, But Don’t Necessarily Take
Action Right Away.
STEP 3:
Harvest Demand: Later when the
Need Arises, People either:
Do a Branded Search
for Your Stuff
Do Un-Branded Search but
Biased Towards Clicking &
Buying From You.
@larrykim #outbrainwebinars
59. @larrykim
Virtuous Cycle of Unicorn Land
1. Better Brand Affinity = Higher Engagement Rates
2. Higher Engagement Rates = More Brand Affinity
3. Around & Around we go!
@larrykim #outbrainwebinars
60. @larrykim
5. Inverted Unicorn
Target completely
unrelated interests
4. Messenger Marketing
Get people to opt into your
chat blaster list.
2. Go After Click Fraud
Say no to managed
placements in GDN.
1. Unicorn Branding Hack
Create & Promote content
outside your niche to build
brand affinity.
My 5 Favorite PPC Ad Hacks
3. Unicorn Slush Fund
Say no to “use it or lose it”
budgets
@larrykim #outbrainwebinars