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@larrykim
Larry Kim,
CEO, MobileMonkey, Inc.
Founder, WordStream, Inc.
@larrykim @outbrain @mobilemonkey_
PPC is +20 Years
Old (a Dinosaur
in Technology
Years!)
@larrykim #outbrainwebinars
20 Years Later:
Our PPC Marketing Unicorn Showing Signs of Old Age
@larrykim #outbrainwebinars
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
Search CPC’s
are
Ridiculously
High
@larrykim #outbrainwebinars
Facebook Ad
Prices Are
Increasing like
Crazy (+37%
last quarter)
@larrykim #outbrainwebinars
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
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
@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
@larrykim
3 Random
Facts About
Larry
@larrykim #outbrainwebinars
@larrykim
Slightly
Obsessed With
Unicorns
Make PPC
Magical
Again!
@larrykim #outbrainwebinars
@larrykim
WordStream in 2008 vs. 2018
2008 2018
@larrykim #outbrainwebinars
Working on a
New Venture for
the Last Few
months!
@larrykim #outbrainwebinars
Larry’s Top 5 Favorite
Unicorn PPC Marketing
Hacks of 2018!
@larrykim #outbrainwebinars
@larrykim
Facebook & Twitter Ads:
Higher Engagement Rate = (Much) Lower Cost Per Engagement
Engagement Rate
Cost per engagement
$.005 $.02 $.03 $.08
68%
7%
21%
37%
$3.00
1%
@larrykim #outbrainwebinars
#5: Larry’s Inverted Unicorn
Facebook Ad Targeting
Method for Tripling CTR
@larrykim #outbrainwebinars
Regular Ad
Targeting: Casting
a Narrow Net to
Maximize
Engagement Rates
Remarketing
Demographic
Interests
Behavioral
Targeting
High
Engagement
Content
@larrykim #outbrainwebinars
People Who
Like Email
Marketing
AND .. Have
Marketing Job
Titles
Unicorns!
Example of Normal Facebook Ad Targeting
@larrykim #outbrainwebinars
Inverted Unicorn: Target two completely UNRELATED Interests!
People Who
Like Game of
Thrones
Inverted
Unicorn Ad
Targeting!
People Who Like
Email Marketing
@larrykim #outbrainwebinars
@larrykim #outbrainwebinars
Remarkably
Low Ad Costs
Due to
Unusually
High
Engagement
Rates
@larrykim #outbrainwebinars
Don’t Bother with News Feed or Landing Pages
(Connect Directly to Users with MobileMonkey!)
@larrykim #outbrainwebinars
Email Marketing
5-10% Open Rates
FB Messenger Marketing 10-80x Better Engagement
vs. Email or FB News Feed
FB Messenger Blast
70-80% Open Rates
(Within first 60 minutes!)
FB News Feed
0-1% Organic Post Visibility
Vs.
@larrykim #outbrainwebinars
I Blasted Neil Patel a
Blog Post w/ My Bot
And He
Read It!
@larrykim #outbrainwebinars
You Can Chat-Blast
Anyone Who
Messages Your FB
Page (Please
Message Me!)
@larrykim #outbrainwebinars
@larrykim #outbrainwebinars
You Get Contact
Information for Everyone
Who Messages Your FB
Page
You Can Chat Blast Everyone Who
Ever Who Messaged You in FB
Messenger!
@larrykim #outbrainwebinars
Adding a FB Messenger
“Opt-in” Button to All
Website Contact Forms
Will Increase Opt-Ins
Auto-Respond to People
Who Engage With
Facebook Posts
“Send to
Messenger”
Facebook Ads
= 100%
Conversion
Rate*
@larrykim #outbrainwebinars
Installing FB Chat on
Your Website will Greatly
Increase Your Messenger
Contact List
@larrykim #outbrainwebinars
@larrykim
# 3: Larry’s
Unicorn
Slush
Fund!
@larrykim #outbrainwebinars
Unicorn Slush Fund Monthly PPC BudgetVS
@larrykim #outbrainwebinars
@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
@larrykim
Turn Off
Audience
Network in
Facebook Ads!
@larrykim@larrykim #outbrainwebinars
@larrykim@larrykim #outbrainwebinars
@larrykim@larrykim #outbrainwebinars
@larrykim@larrykim #outbrainwebinars
@larrykim@larrykim #outbrainwebinars
@larrykim@larrykim #outbrainwebinars
@larrykim@larrykim #outbrainwebinars
@larrykim@larrykim #outbrainwebinars
@larrykim@larrykim #outbrainwebinars
@larrykim@larrykim #outbrainwebinars
@larrykim@larrykim #outbrainwebinars
#1: Larry’s Unicorn
BRAND Hack for
Doubling or Tripling Click
Through Rates!
@larrykim #outbrainwebinars
Click Through Rates of
New vs. Repeat Visitors
New Visitors
(LOW Brand Affinity)
Repeat Visitors
(HIGH Brand Affinity)
@larrykim #outbrainwebinars
Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)
@larrykim #outbrainwebinars
Brand Affinity DRAMATICALLY Impacts
CONVERSION RATES (+2-3x!)
@larrykim #outbrainwebinars
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
The Hack: Create &
Promote Content
*Outside* of Your Niche
(Connect to Customers,
Earlier!)
@larrykim #outbrainwebinars
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
Use Google Analytics
User Explorer to Gain
Insights To Determine
Target Market
@larrykim #outbrainwebinars
Upload Your
Customer List to
Facebook Insights!
@larrykim #outbrainwebinars
Even Twitter Has
Audience
Insights!
@larrykim #outbrainwebinars
Create &
Advertise Off-
Topic Content to
Build Brand
Biases (At least
20% of
Resources!)
@larrykim #outbrainwebinars
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
@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
@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
@larrykim
Now Entering
Unicorn-Land!
“Be a Unicorn in a Sea of Donkeys”
Slides: http://bit.ly/unicorn-marketing
THANK YOU OUTBRAIN!
@larrykim #outbrainwebinars

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