Are you scratching your head wondering what you might have missed in the world of Search Marketing this year? You’re not alone. The nation’s Most Influential PPC Expert himself- Larry Kim, Founder & CTO of WordStream is joining forces with Jordan Koene, Vice President & Chief Evangelist at Searchmetrics! They will reveal their top 5 takeaways for 2015, in this whirl wind tour of all things Search Marketing!

1. 1
Live Webinar
WordStream & Searchmetrics
08.24.2015
The 5 Biggest
Takeaways in Paid
Search Marketing
This Year (and What it
Means for SEOs!)

2. 2
Meet Our Speakers
Guest Host Jordan Keone:
• Vice President & Chief Evangelist,
Searchmetrics
• Jordan works with enterprise businesses,
helping them understand and plan how to
maximize the value of search.
Prior to joining Searchmetrics, Jordan led the
eBay SEO team. He defined eBay’s SEO
strategy, spurring growth in Europe.
Lead Commentary Larry Kim:
• Founder & CTO, Wordstream
• Larry has been named 'most influential PPC
expert 3 years running. He has been cited in
over 10k publications & is a regular speaker
at industry events. He recently was awarded
'most innovative presenter while speaking at
HeroConf Portland

3. 3
Today’s Agenda
Larry Kim’s Top 5 Takeaways in Paid Search

4. 4
1. Price & Inventory Headwinds
in Paid Search

5. 5
GOOGLE: SEARCH CPCs KEEP FALLING (overall)
@LarryKim

6. 6
HOWEVER, PAID SEARCH CPCs AT ALL
TIME HIGH IN ESTABLISHED MARKETS!
Source: Approx. 2000 WordStream Customers
@LarryKim

7. 7@LarryKim

8. 8
What About Ad
Inventory Volumes in
Established Markets?
@LarryKim

9. 9
APPS ARE STEALING FROM DESKTOP SEARCHES!
@LarryKim

10. 10
FEWER AD SPOTS ON MOBILE
(which is 50% of searches in 2015)
VS.
@LarryKim

11. 11
High CPCs & Low
Growth in Search
Volume in
Established Markets
(YIKES!)
@LarryKim

12. 12
WINNING AT PAID SEARCH IN 2015
MEANS BEING MORE PICKY THAN BEFORE
Quantity of Searches
PriceofPaidSearch
Clicks Fewer, Higher
Quality, more
expensive clicks
@LarryKim

13. 13@LarryKim

14. 14
NEW DEMOGRAPHIC BIDDING OPTIONS
(Bing Ads)
@LarryKim

15. 15
• Customize search ads
specifically to people who
recently visited your site!
• On average:
• Doubles CTR, raises Quality
Score
• Cuts CPC in HALF!
REMARKETING LISTS FOR
SEARCH ADS (RLSA)
@LarryKim

16. 16
So Where Will Growth
in PPC Come From?
@LarryKim

17. 17
Your audience spends 95% of
its time on the web reading
and engaging with news sites,
blogs, general interest sites,
social networks, email, etc.
95% OF TIME ONLINE IS SPENT ON CONTENT
WHERE DISPLAY ADS CAN REACH USERS
Customers consider, evaluate, and advocate online.
Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA);
http://www.online-publishers.org/page.php/prmID/421
Everything
else
95%
Search
5%
@LarryKim

18. 18@LarryKim

19. 19
DISPLAY CLICKS CONVERT OK
Industry
Google
Search
Display
Network
Finance 6.12% 5.12%
Travel 1.45% 2.99%
Shopping 3.58% 2.19%
Jobs & Education 6.09% 2.09%
Internet & Telecom 6.27% 8.59%
Computers &
Electronics
4.79% 2.96%
Business &
Industrial
4.23% 4.10%
Home & Garden 2.21% 3.43%
Autos & Vehicles 4.29% 6.15%
Beauty & Fitness 4.56% 2.27%
Average 4.36% 3.99%
Source: WordStream Client Data (Not Official Google Data)
@LarryKim

20. 20
DISPLAY CPAs ARE USUALLY LOWER
Industry
Google
Search
Display
Network
Finance $50.49 $20.12
Travel $20.00 $9.36
Shopping $6.98 $12.33
Jobs & Education $29.56 $16.27
Internet &
Telecom
$17.70 $4.66
Computers &
Electronics
$29.02 $14.86
Business &
Industrial
$39.48 $23.66
Home & Garden $34.39 $24.20
Autos & Vehicles $22.61 $16.75
Beauty & Fitness $24.34 $44.49
Average $27.46 $18.67
Source: WordStream Client Data (Not Official Google Data)
@LarryKim

21. 21
WEIRD THING ABOUT DISPLAY
REMARKETING
Conversion
Rates
Increase
With More Ad
Impressions
Source: WordStream Client Data (Not Official Google Data)
@LarryKim

22. 22
2. The Rise of Identity-Based PPC
Marketing

23. 23
EVOLUTION OF DISPLAY AD TARGETING
OPTIONS
5. Website
Targeting
(e.g.: Inc. Magazine
or Home & Garden
Weekly)
4. Keyword
Targeting (e.g.
Articles containing
“Health Insurance”)
3. Interests & Market
Segments
(e.g. Business Services,
Photography)
2. Remarketing
(e.g. People who visited
the “buy” page of your
website)
1. Identity
(e.g. Specific Emails or
Phone Numbers)
@LarryKim

24. 24@LarryKim

25. 25
Email Marketing
• Limit # of blasts to
reduce unsubscribes
• 0.5-2% unsubscribes
each blast
• People need to opt
into your list
• Tons if unqualified
emails on the list
People-Based
Marketing
• FIXED
• FIXED
• FIXED
• FIXED
PEOPLE-BASED PPC IS LIKE EMAIL
MARKETING BUT WAY BETTER!
@LarryKim

26. 26
Email Targeting is Coming to AdWords!!
@LarryKim

27. 27
Identity Based
Marketing Opens
Up a TON of
New and
Exciting
Advertising Use
Cases!!
@LarryKim

28. 28
How does stuff go
“Viral”?
@LarryKim

29. 29
A True Twitter Ads Story
@LarryKim

30. 30
SHARED CONTENT ON MY SOCIAL MEDIA
@LarryKim

31. 31
CREATE A CUSTOM LIST OF “INDUSTRY
INFLUENCERS”
@LarryKim

32. 32
STORY PICKED UP IN MARKETING LAND
TWO HOURS LATER…
@LarryKim

33. 33
Exponential Growth

34. 34
Key Takeaway:
You need interesting content +
influential people finding your stuff
@LarryKim

35. 35
PEOPLE WHO AREN’T JOURNALISTS
CAN MAKE STUFF GO “VIRAL” TOO
@LarryKim

36. 36@LarryKim

37. 37
• 500 High Value
Press Pickups +
Links
• Massive Brand
Exposure
• +100k Site Visitors
• Total Cost: $50
• Total Time: 10
Minutes
Return on Investment Analysis:
@LarryKim

38. 38
IDENTITY + USER DEMOGRAPHICS
(CUSTOMER PERSONA) = $$$
@LarryKim

39. 39
3. Mobile PPC Hacks

40. 40
Click-to-Call is a Total Game Changer
Mobile Conversion Funnel
1.Sees Ad
2.Calls
Business
3.Lead Captured
No Leaky Landing Page!
Desktop Search Conversion Funnel
1.Sees Ad
2.Clicks On Ad
3.Visits Website
Landing Page
4.Lead Captured
3% Average Conversion Rate!
Golden Rule of Mobile Traffic: “Calls to Businesses
are Worth +3x More Than Clicks to Websites”
@LarryKim

41. 41
New Call-Only Campaigns in AdWords
• Literally just pay
for Calls to your
Business!
• Wow. Amazing!
@LarryKim

42. 42
Force Mobile Searchers to Call
You!
Users are 9x more
likely to place a call
from a mobile SERP
than a desktop.

43. 43
Mobile Shopping Ads Steal All the
Conversions
Expandable
Product Card
Local
Inventory ads
Reviews and
Ratings
Price, Image, Review, and Availability Communicated
*BEFORE* Clicking Ad!!
@LarryKim

44. 44
New Automotive Ad Formats
More Likely to Inspire Actions
Image
Carousel With
Detailed Info
Call or Get
Directions
@LarryKim

45. 45
Mobile Search Ad Clicks Are
Worth More Than Desktop Clicks
@LarryKim

46. 46
Yet They Cost 30% Less Than
Desktop Clicks
@LarryKim

47. 47
4. Google Taking All Our Toys

48. 48
RIP KEYWORD MATCH TYPES
These are Pretty
Much all the Same
Now!
@LarryKim

49. 49
RIP DEVICE TARGETING
@LarryKim

50. 50
Recently Added/Changed or In Danger:
• Keywords (seriously!)
• Dynamic Sitelinks
• Etc.
MINDLESS REPETITIVE TASKS
ARE GOING EXTINCT
@LarryKim

51. 51
So, What Do We
Focus Our Efforts On?
@LarryKim

52. 52
Be a unicorn not a donkey!
DONKEYS VS. UNICORNS
@LarryKim

53. 53
TOP 1% OF ADVERTISERS GET 6x
AVG. CTR
@LarryKim

54. 54
These Ads Are All Donkeys
@LarryKim

55. 55
This Ad Gets 6x The Average CTR
and is a Unicorn
@LarryKim

56. 56
TOP 10% OF ADVERTISERS GET 3-5X AVG.
CONVERSION RATES
@LarryKim

57. 57
FIRST MOVER ADVANTAGE
@LarryKim

58. 58
GMAIL ADS: Email Ads in Disguise
@LarryKim

59. 59
5x Higher CTR! Target Competitor Emails!
@LarryKim

60. 60
YouTube Ads!
@LarryKim

61. 61
Use YouTube Ads To Buy SEO Rankings
@LarryKim

62. 62
5. Rise of “Content Remarketing”,
Convergence of Paid/Organic Teams

63. 63
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

64. 64
ADVERTISE
Target your
audience
with display
& social ads
promoting
offers
FILTER
Apply behavioral
and
demographic
filters on
audience
CONVERT
Capture
qualified leads
or sale

65. 65
WHERE CONTENT REMARKETING FITS IN
THE INBOUND MARKETING FUNNEL
Content
Remarketing…
Relies on having
great content
Dramatically
amplifies social
visibility
Makes this happen
faster and more
often
Lead Capture /
Nurturing
Social Media Promotion
Blogging /Content Creation
@LarryKim

66. 66
Content
Remarketing!
WHERE CONTENT REMARKETING
FITS IN
SEO & Content
Marketing
PPC
Marketing
Social Media
Marketing
Content Remarketing
is on the intersection
of social, content,
and PPC marketing.
@LarryKim

67. 67
Lets Review Some
Key Steps in Detail.

68. 68
PAID PROMOTION YIELDS ORGANIC
EXPOSURE
Buy One Retweet, Get 3 Clicks Free!
@LarryKim

69. 69
TARGET USING REMARKETING
@LarryKim

70. 70
TARGET FANS WITH POST
ENGAGEMENT ADS
@LarryKim

71. 71
Refine Audiences By Layering Recent
Purchase Activity
@LarryKim

72. 72
Or Recent Life Events (Or 2500 Other
Demographic Targeting Options)
@LarryKim

73. 73
Promoting Content on the Google
Display Network Using Remarketing
@LarryKim

74. 74
QUALITY SCORE EXISTS ON
GOOGLE DISPLAY NETWORK
Source: WordStream Client Data
(Not Official Google Data)
@LarryKim

75. 75
PUSH DISPLAY ADS BACK TO YOUR
CONTENT
@LarryKim

76. 76
THESE EMOTIONS MAKE PEOPLE
CLICK ON THINGS
@LarryKim

77. 77
GREAT DISPLAY ADS LOOK MORE LIKE
CONTENT
@LarryKim

78. 78
1. Super-Picky PPC: Buy fewer, Higher Quality Clicks.
Embrace display ads for scale.
2. Identity Marketing: Think about PPC ads as email
marketing.
3. Mobile, Duh: It’s kind of a big deal.
4. Embrace Automation: Focus on Marketing Strategy Not
Mindless Repetitive Tasks.
5. Content Remarketing: Use PPC Ads to catalyze content
marketing efforts.
Five PPC Trends to Remember
@LarryKim

79. 79
Offers For Today’s Participants
@LarryKim

80. 80
Questions?
@Searchmetrics
@LarryKim
Jordan Keone Larry Kim