Are you wasting your optimization time tweaking buttons, icons and and colors?
To really move the needle on conversions, you have to think outside the box — and outside the landing page.
In this Unwebinar, WordStream Founder (and PPC Mastermind) Larry Kim will teach you how to hit conversion home runs by personalizing your PPC campaigns — all while lowering cost-per-click.
You'll learn:
- How to utilize different ad formats and extensions
- How Quality Score works (and what a good score looks like)
- How to use Dynamic Text with Keyword Insertion to automatically align landing page content to your ads
...plus, much more!
[Unwebinar] Personalizing Your PPC Campaigns with Keyword Insertion, Ad Customizers and Much More!
1. @larrykim @unbounce #unwebinar
Larry Kim
Founder and CTO
Wordstream
Personalizing Your PPC Campaigns with Keyword Insertion, Ad Customizers, and Much More!
Thank you for joining us!
We’ll be starting in just a few minutes.
Ryan Engley
VP of Customer Success
Unbounce
8. 60% of marketers struggle to
personalize content in real time, yet
77% believe real-time personalization
is crucial.
Adobe
@larrykim @unbounce #unwebinar
9. 74% of Online Consumers get
frustrated with websites when content
(offers, ads, promotions) have nothing
to do with their interests.
Hubspot
@larrykim @unbounce #unwebinar
11. The Evolution of Display Ad Targeting
5. Website Targeting
(e.g. Inc. Magazine or
Home & Garden Weekly)
3. Interests & Market Segments
(e.g. Business Services, Photography)
4. Keyword Targeting
(e.g. Articles
containing “Health
Insurance”)
2. Remarketing
(e.g. People who
visited the “buy” page
of your website)
1. Identity
(e.g. Specific emails or
phone numbers)
@larrykim @unbounce #unwebinar
15. People-Based Marketing is Like
Email Marketing But Better
Email Marketing
Limit number of blasts to
reduce unsubscribes
.5-2% unsubscribes each blast
People Need to opt into your list
Tons of unqualified emails on the list
People-Based Marketing
Fixed
Fixed
Fixed
Fixed
@larrykim @unbounce #unwebinar
16. Exact and Phrase Match
Generic Broad Matched Keywords
RLSA
Email
Lowest
15% more
than branded
75% more
than branded
50% more
than branded
$9.43 ROI targeting only Customer
Match!!
That’s a 59% higher ROI than its equivalent
campaign not targeting remarketing & 41%
higher than RLSA!
@larrykim @unbounce #unwebinar
17. Lowest
15% more
than
branded
75% more
than
branded
50% more
than
branded
3 x the Conversion Rate of
a Non-Targeted campaign
@larrykim @unbounce #unwebinar
Exact and Phrase Match
Generic Broad Matched Keywords
RLSA
Email
18. Lowest
15% more
than
branded
75% more
than
branded
50% more
than
branded
Increase Bids for more
valuable target audience
@larrykim @unbounce #unwebinar
Exact and Phrase Match
Generic Broad Matched Keywords
RLSA
Email
19. The Power of SEARCH Remarketing
So What’s The Catch??
Click Through Rates
Conversion Rates!
2X
½
2X
Cost Per Click
@larrykim @unbounce #unwebinar
20. Lowest
15% more
than
branded75% more
than
branded50% more
than
branded
The Catch: Volume Will be
Lower for Customer Match
Exact and Phrase Match
Generic Broad Matched Keywords
RLSA
Email
@larrykim @unbounce #unwebinar
33. Don’t worry Lead Gen people we’re getting to you
@larrykim @unbounce #unwebinar
34. How to Use Customer Match for Led Gen
Larry’s Crazy Customer Match
Strategy for…
@larrykim @unbounce #unwebinar
35. Lead Gen = Can I Get Yo’ Email
@larrykim @unbounce #unwebinar
36. Your already matched!
Stop asking for their email!
You already have it!
Use Customer match to
start treating them
differently than a new user!
Ryan Gosling
@larrykim @unbounce #unwebinar
37. Push them down the funnel
Try to get them to
qualify for next
stage in buyer
journey.
@larrykim @unbounce #unwebinar
38. Clone Your Best Customers
Clone Your Best Lists
With Similar Audiences!
42. GDN reaches 90% of
Internet users worldwide
65% of whom they reach
every single day!
@larrykim @unbounce #unwebinar
43. @larrykim @unbounce #unwebinar
The Power of Display Remarketing
Call or Get
Directions
Compare
Rates
So Push HARD OFFERS
(Sign-Ups, Consultations, Downloads, etc.)
Click Through Rates!
Conversion Rates!
2X
2X
44. @larrykim @unbounce #unwebinar
Display & Remarketing Ads Convert!
Call or Get
Directions
Compare
Rates
Search ads target high
commercial intent
Our research shows that
display can convert almost as
good as search ads!
45.
46. Higher Display Ad CTR = Much Lower CPC
@larrykim @unbounce #unwebinar
47. Higher Display Ad CTR = Much Lower CPC
@larrykim @unbounce #unwebinar
Yet, 67.5% of Display Ads
are actually just text,
no images!
55. @larrykim @unbounce #unwebinar
New Shopping Experiences
Image Carousel
With Detailed Info
Call or Get
Directions
Expandable
Product Card
Reviews
and Ratings
Local
Inventory Ads
57. @larrykim @unbounce #unwebinar
Image Carousel
With Detailed Info
Image Carousel
With Detailed Info
Call or Get
Directions
New Automotive Ad Formats More
Likely to Inspire Actions
61. @larrykim @unbounce #unwebinar
Conversion rate is defined as:
(Captured Leads / Landing Page Visitors) *100%
Support for
Regional
Banks
Huge leverage in changing
the “Landing Page Visitors”
part of the equation by
sending more qualified traffic.
Captured Lead
View Landing Page
Website Visitors
CLOSED DEAL!
Call or Get
Directions
72. @larrykim @unbounce #unwebinar
Isn’t Good Enough.
Forget about .5% increases. Aim for
exponential improvements and
focus on the tactics with the
potential to improve your conversion
rates 3x, 5x or even 10x.
76. @larrykim @unbounce #unwebinar
Use Ad Customizers to Create Urgency &
Fear of Missing Out (FOMO)
Urgency Impacts Conversions
As sale ends (or quantity
goes to zero), CVR
increases up to 3x!
81. @larrykim @unbounce #unwebinar
What Is Dynamic Keyword Insertion?
Keyword insertion is an advanced
feature that helps you provide users
with more relevant ad text while
using a single generic ad for multiple
keywords. AdWords will insert
individual keywords into the same ad
text so that a user sees a distinct ad
for their keyword search, if their
keyword triggers one of your ad group
keywords.
86. @larrykim @unbounce #unwebinar
You have 25 characters in the headline
and 35 in the body lines of your ad.
Make sure your terms will fit within
those constraints.
Tip #1: Be Conscious of Character Limits
87. @larrykim @unbounce #unwebinar
Best practice dictates that we capitalize each
term in a headline to maximize CTR. However,
there may be times that you do not want every
term capitalized. Capitalizing the K or W in
Keyword will determine the formatting of your
phrase capitalization.
Tip # 2: Pay Attention To Capitalization
88. @larrykim @unbounce #unwebinar
A clear example of this is bidding on
competitors’ branded terms – Walmart wouldn’t
want the brand name “Target” showing up in its ads
because of DKI.
Tip # 3: Careful With Trademarks
Quote slide:
Source: http://offers.adobe.com/en/na/marketing/landings/_46316_real_time_marketing_insights_study.html
Source: http://www.cmo.com/articles/2015/2/18/mind-blowing-stats-personalization.html
Important words should be underlined and changed to the Unbounce Blue
Quote slide:
Source: http://blog.hubspot.com/marketing/data-personalize-marketing-li
Source: http://www.cmo.com/articles/2015/2/18/mind-blowing-stats-personalization.html
Important words should be underlined and changed to the Unbounce Blue
Numbered Section Title Slides:
Do not touch numbers’ font size
Titles should be in all caps
Left aligned titles
Thank you heroconf.
Break out into 6 slides – CTR – CPC – CR – ROI – Conv (volume isn’t there)
Break out into 6 slides – CTR – CPC – CR – ROI – Conv (volume isn’t there)
Break out into 6 slides – CTR – CPC – CR – ROI – Conv (volume isn’t there)
Break out into 6 slides – CTR – CPC – CR – ROI – Conv (volume isn’t there)
I think you should split this up….1 slide is “Lets talk EMAIL!”
The second is one of the graphs3rd is anotherText points are pointless, just have an arrow pop up pointing to the stat in your graphics. This gives your graphics reason to be there, and no one can read this size
Add slide – don’t stop there – focus on click through rate – move it up text below
Add slide – don’t stop there – focus on click through rate – move it up text below
Add slide – don’t stop there – focus on click through rate – move it up text below
Numbered Section Title Slides:
Do not touch numbers’ font size
Titles should be in all caps
Left aligned titles
Header + Subheader + Text + Banner
Header + Subheader + Text + Banner
Header + Subheader + Text + Banner
Header + Subheader + Text + Banner
Impact slide - example 3
Impact slide - example 3
Impact slide - example 3
Impact slide - example 3
Impact slide - example 3
Impact slide - example 3
Numbered Section Title Slides:
Do not touch numbers’ font size
Titles should be in all caps
Left aligned titles
Numbered Section Title Slides:
Do not touch numbers’ font size
Titles should be in all caps
Left aligned titles
Portrait image slide
Impact slide - example 3
Header + Subheader + Text + Banner
Header + Subheader + Text + Banner
Header + Subheader + Text + Banner
Header + Subheader + Text + Banner
Header + Subheader + Text + Banner
Header + Subheader + Text + Banner
Header + Subheader + Text + Banner
Numbered Section Title Slides:
Do not touch numbers’ font size
Titles should be in all caps
Left aligned titles
Impact slide - example 3
Impact slide - example 3
Impact slide - example 3
Impact slide - example 3
Impact slide - example 3
Impact slide - example 3
Impact slide - example 3
Impact slide - example 3
Numbered Section Title Slides:
Do not touch numbers’ font size
Titles should be in all caps
Left aligned titles
Impact slide - example 3
Impact slide - example 3
Impact slide - example 3
Impact slide - example 3
Impact slide - example 3
Numbered Section Title Slides:
Do not touch numbers’ font size
Titles should be in all caps
Left aligned titles
Impact slide - example 3
Impact slide - example 3
Tweet slide
Tweet slide
Tweet slide
Tweet slide
Impact slide - example 3
Numbered Section Title Slides:
Do not touch numbers’ font size
Titles should be in all caps
Left aligned titles