Growth is particularly challenging on mature accounts. In this talk, we will see how repurposing keywords can boost performance. We will present how to use remarketing to unleash keywords that are normally too broad to be effective. And make sure you keep your brand in-front of people who know you. Also we will take advantage of the breadth and depth of the data you have accrued to unlock new traffic and layer demographic performance and calculate bid adjustments based on location, time and device to hit those sweet spots of high conversion. Finally, we will show how to reach those who are already in the funnel, but also when they are not searching on Google. We use two incredible automation (yes free scripts for everyone!): Cherry Picker: YouTube is the world’s second largest search engine. We scrape search results for our top performing keywords with our friendly neighborhood bot. With a little human review we can then target large numbers of hand picked video search results that are relevant to customers. Pincer Move: Laser target the placements that show up in the SERPS of our top keywords so that we are there, even when a customer doesn’t click on our ad. Again, we scrape the SERPs for our best keywords with a little script so we can target specific websites.
Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
Unlocking a New Growth Engine by Repurposing Keywords
1. Unlocking a New Growth Engine by
Repurposing Keywords
Luke Milbourn | PPC Specialist | @lukemilbourn
2. Session outcomes
You will know how to:
● How to make historically expensive keywords profitable
● How to reach searchers who don’t click on our ads
● How to run a search campaign on YouTube
3. About Booster Box
● Performance Marketing Agency
● Based in Tuscany, Italy
● We are a team of Developers, Data Scientists and PPC Experts
● Building wildly successful PPC campaigns since July 2016
● boosterboxdigital.com
4. Keywords are awesome
● We know potential customers are actively searching
● We know what they are searching for
5. It’s fun finding new keywords
● New accounts have growth potential in keyword expansion
● Keywords research tools
● Search Term Report analysis
● More keywords = more conversions
6. Progress starts to slow
● You’ve picked out all the profitable keywords
● Some keywords are low volume, so you can’t rely on them for fast growth
● So you need to find even more keywords
7. New keywords get harder to find
● More expensive
● Lower volume
● Less likely to convert
● Optimising efficiency doesn’t bring fast growth
8. You contemplate life beyond search
● Paid social?
● Non-remarketing on GDN?
● YouTube?
● Brand awareness?
● Billboards?
10. The Booster Box solution
● Revive zombie keywords with audience targeting
● Use a script to reach searchers via the Display Network
● Use another script to reach searchers on YouTube
11. Combining Keywords with Audiences to find
Conversion Sweet Spots
Luke Milbourn | PPC Specialist | @lukemilbourn
12. What we know about remarketing
● Conversion rate is higher
● Volume is lower
● Therefore can use broader keywords to increase volume (thank you Larry
Kim )
14. Broad RLSA
Normal
keywords
What visitors to
our website
search for
Broader
keywords are
affordable
due to higher
CR from
returning
visitors
+PPC
+PPC +agency
+London “Best cat videos
2018”
15. Why does this work?
● Reason 1: Familiarity Heuristic
○ “Judging events as more frequent or important because they are more familiar in memory.”*
● Reason 2: We have the solution people are searching for (self selection)
*Ashcraft, M.H. (2006). Cognition. Upper Saddle River, New Jersey; Pearson Education Inc. Original experiment by Tversky and Kahneman.
16. Let’s focus on Reason 2
● Reason 2: We have the solution people are searching for
How can we find more of these users who are more likely to convert?
17. What other audiences do we have?
● Similar Audience List for Search Ads (SLSA)
● In-Market Audience for Search
18. Why does this work?
● Higher intent audiences mean higher conversion rates
● Higher conversion rates mean we can bid more
● Bidding more increases volume
22. Not as broad as RLSA
● Bring back zombie keywords
○ Anything that has converted ever
○ Over tCPA / under tROAS
○ Include paused KWs
● Run an N-gram to find converting root terms
23. In-Market or SLSA?
● Start with In-Market
● Set the audience as a negative audience in the standard campaign
● In-Market can steal volume from SLSA
● Especially if both are based off the same seed audience
● Focus your broader keywords on audiences seeded from deeper in the funnel
24. Optimise with demographic data
● Set bid adjustments for metric with the widest variation in CR
○ Find users more likely to convert (age, household income etc)
○ Day/time and location
○ Device
31. Sometimes this works
● But what about the 90%+ of searchers who don’t click on our ads?
● Not every one clicks on our ads, but they are still searching
32. Pincer Move
On this
page
And this
page
And on these
pages
And on a ton of
pages over here
too
And on these
pages
And on these
pages
34. How do we do this?
● Grab your top keywords
● Plug them into Pincer Move
● Review URLs for appropriate placements
● Target URLs as placements in Display
35. Great because:
● We don’t rely on broad match Display Keywords
● We can manually review placements before showing an ad there
● We can focus our budget on high value placements
● No need to spend budget filtering out cheap, low quality placements
36. Top tips
● Use broad, high volume keywords
○ Grab top queries from the STR too and exact match as these will be closer to natural
language
● A lot of placements won’t work (wikipedia, competitors etc) so go as wide as
you can
39. YouTube is big
● Over 1 billion users
● 1 billion hours watched each day
● Second largest search engine in the world
○ According to Google
■ Back in 2013
40. How can we find the perfect placements?
● Hint: keywords
42. Targeting is hard
● Normally used for top of funnel
● Keyword targeting is super broad
● (Non-remarketing) audience targeting is still super broad
● And we don’t know where ads will show up
49. Wrap up
Luke Milbourn | PPC Specialist | @lukemilbourn
Generating growth in mature accounts with keywords
50. Keywords reborn
We have looked at how to:
● Combine keywords with audiences to find conversion sweet spots
● Use Pincer Move: a script for exact match KW targeting on display
● Use Cherry Picker: a script for leveraging search on YouTube
boosterboxdigital.com/super-secret-scripts/