Identity Based PPC Marketing Will Save The Day!
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Larry Kim's Presentation on Identity Based PPC Marketing for Search Engine Journal Summit #sejsummit
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Identity Based PPC Marketing Will Save The Day!
- 3. A Few Random Facts About Me
- 6. Actual Photos of Boston From February This Year
- 7. I Live in Harvard Square, Cambridge, MA #SEJSummit #Searchmetrics @larrykim
- 8. WordStream’s Global Headquarters in Boston 2008 2015
- 9. Download Slides Here: bit.ly/sejsummit-ny
- 10. 3 Takeaways 1. Biggest Evolution in Ad Targeting in History of Advertising, Ever. 2. Why? Combines the precision of email marketing with the s cale of PPC marketing 3. Opens up unprecedented new marketing opportunities!
- 14. Emails end up in “Promotions” Tab #SEJSummit #Searchmetrics @larrykim
- 15. Marketing Emails Ending Up in Roll-Ups, etc. #SEJSummit #Searchmetrics @larrykim
- 16. Email CTRs Falling Over Time #SEJSummit #Searchmetrics @larrykim
- 17. Increasingly Complex Email Regulations #SEJSummit #Searchmetrics @larrykim
- 19. HOWEVER, PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED MARKETS! #SEJSummit #Searchmetrics @larrykim
- 20. Search Ads Aren’t Cheap Anymore #SEJSummit #Searchmetrics @larrykim
- 21. APPS ARE STEALING FROM DESKTOP SEARCHES! #SEJSummit #Searchmetrics @larrykim
- 22. FEWER AD SPOTS ON MOBILE (which is 50% of searches in 2015) VS. #SEJSummit #Searchmetrics @larrykim
- 24. Facebook Organic Reach Keeps Sinking #SEJSummit #Searchmetrics @larrykim
- 25. So, Many PPC/Social Media/Email Marketing Efforts Actually More Like … #SEJSummit #Searchmetrics @larrykim
- 26. How to make your: • Email Marketing • PPC Marketing • Social Media Marketing Generate 10x More Engagement at 1/10th the Cost?? #SEJSummit #Searchmetrics @larrykim
- 27. Identity-Based PPC Marketing Will Save The Day! #SEJSummit #Searchmetrics @larrykim
- 29. 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) #SEJSummit #Searchmetrics @larrykim
- 30. New “Tailored Audiences” or “Custom Audiences” #SEJSummit #Searchmetrics @larrykim
- 31. 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 #SEJSummit #Searchmetrics @larrykim
- 32. Identity Marketing Using Custom Audiences in Social Ads Identity based marketing opens up a TON of new and exciting advertising use cases! #SEJSummit #Searchmetrics @larrykim
- 33. True Story of the Power of Identity-Based Marketing #SEJSummit #Searchmetrics @larrykim
- 34. Shared the Article on My Social Media #SEJSummit #Searchmetrics @larrykim
- 35. Promoted Post to My List of Influencers #SEJSummit #Searchmetrics @larrykim
- 36. Story Picked Up in Marketing Land in 2 Hours #SEJSummit #Searchmetrics @larrykim
- 37. +500 Press Pickups in 48 Hours SATURDAY MONDAYFRIDAY #SEJSummit #Searchmetrics @larrykim
- 38. Custom Audience Social Ads ROI Analysis: • 500 High Value Press Pickups + Links • Massive Brand Exposure • +100k Site Visitors Total Cost: $50 Total Time 10 minutes #SEJSummit #Searchmetrics @larrykim
- 40. True Story #2: Using Identity-Based PPC Marketing to Promote a Live Event #SEJSummit #Searchmetrics @larrykim
- 41. F%$&*@ HEY Amber! I’m Keynoting PPC Hero Conference in October in London! Can we blast this to our list? Hi Larry: list booked through January 2016. No way I’m going to blast something that doesn’t directly translate into sales and leads. How’s the family? :) #SEJSummit #Searchmetrics @larrykim
- 42. But… Who Would Want to Go to This Event? • Lives in United Kingdom or Ireland • Age 23-50 • Interests: AdWords, PPC Marketing, Marketing Conferences, etc. • College Degree • Works in Marketing • Familiar with me & my company #SEJSummit #Searchmetrics @larrykim
- 43. I don’t even know where people live or what their interests are because I forgot to ask them! #SEJSummit #Searchmetrics @larrykim
- 44. Need to Travel Back in Time and Add Fields to Lead Capture Forms
- 45. Logged into CRM. Downloaded All Email Addresses! #SEJSummit #Searchmetrics @larrykim
- 46. Upload Email & Phone to Facebook & Twitter #SEJSummit #Searchmetrics @larrykim
- 47. Overlay Behavior Targeting #SEJSummit #Searchmetrics @larrykim
- 48. Overlay Demographic Targeting #SEJSummit #Searchmetrics @larrykim
- 50. Layered Identity-Based PPC Remarketing Behavioral & Interest Targeting = They’re interested in your stuff Remarketing & List Based PPC Marketing: They Recently Checked Out Your Stuff Demographic Targeting = They Can Afford to Buy Your Stuff Target a Narrow Audience That Meets all 3 Criteria = $$$ #SEJSummit #Searchmetrics @larrykim
- 53. Buy 1 Retweet/Like, Get 3 Clicks Free! #SEJSummit #Searchmetrics @larrykim
- 54. Clone Your Audience List Using Similar Audiences!
- 58. No Government Regulations on This Stuff #SEJSummit #Searchmetrics @larrykim
- 59. Very Difficult To Unsubscribe From Ads #SEJSummit #Searchmetrics @larrykim
- 60. No Inventory Constraints HEY Amber! Actually, I don’t need to do that email blast after all. Great. That saves us from generating unsubscribes, too. :) #SEJSummit #Searchmetrics @larrykim
- 61. You Can Make Changes & Test Stuff #SEJSummit #Searchmetrics @larrykim
- 62. You Can Do Do this with $50!
- 64. 3 Takeaways 1. Biggest Evolution in Ad Targeting in History of Advertising, Ever. 2. Why? Combines the precision of email marketing with the s cale of PPC marketing 3. Opens up unprecedented new marketing opportunities!