Post on 15-Apr-2017
A Few Random Facts About Me
#SEJSummit#Searchmetrics @larrykim
#SEJSummit#Searchmetrics @larrykim
Actual Photos of Boston From February This Year
I Live in Harvard Square, Cambridge, MA
#SEJSummit#Searchmetrics @larrykim
WordStream’s Global Headquarters in Boston
2008 2015
Download Slides Here: bit.ly/sejsummit-ny
3 Takeaways1. Biggest Evolution in Ad Targeting in History of Advertising,
Ever.
2. Why? Combines the precision of email marketing with the scale of PPC marketing
3. Opens up unprecedented new marketing opportunities!
#SEJSummit#Searchmetrics @larrykim
Emails end up in “Promotions” Tab
#SEJSummit#Searchmetrics @larrykim
Marketing Emails Ending Up in Roll-Ups, etc.
#SEJSummit#Searchmetrics @larrykim
Email CTRs Falling Over Time
#SEJSummit#Searchmetrics @larrykim
Increasingly Complex Email Regulations
#SEJSummit#Searchmetrics @larrykim
HOWEVER, PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED MARKETS!
#SEJSummit#Searchmetrics @larrykim
Search Ads Aren’t Cheap Anymore
#SEJSummit#Searchmetrics @larrykim
APPS ARE STEALING FROM DESKTOP SEARCHES!
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FEWER AD SPOTS ON MOBILE(which is 50% of searches in 2015)
VS.
#SEJSummit#Searchmetrics @larrykim
Facebook Organic Reach Keeps Sinking
#SEJSummit#Searchmetrics @larrykim
So, Many PPC/Social Media/EmailMarketing Efforts Actually More Like …
#SEJSummit#Searchmetrics @larrykim
How to make your:• Email Marketing• PPC Marketing• Social Media MarketingGenerate 10x More Engagement at 1/10th the Cost??
#SEJSummit#Searchmetrics @larrykim
Identity-Based PPC Marketing Will Save The Day!
#SEJSummit#Searchmetrics @larrykim
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
New “Tailored Audiences” or “Custom Audiences”
#SEJSummit#Searchmetrics @larrykim
People-Based Marketing is LikeEmail Marketing But Better
Email Marketing
Limit number of blasts toreduce 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
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
True Story of the Power of Identity-Based Marketing
#SEJSummit#Searchmetrics @larrykim
Shared the Article on My Social Media
#SEJSummit#Searchmetrics @larrykim
Promoted Post to My List of Influencers
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Story Picked Up in Marketing Land in 2 Hours
#SEJSummit#Searchmetrics @larrykim
+500 Press Pickups in 48 Hours
SATURDAY MONDAYFRIDAY
#SEJSummit#Searchmetrics @larrykim
Custom Audience Social Ads ROI Analysis:
I DON’T PROMOTE
EVERY TWEET
BUT WHEN I DO, I TARGET RIDICULOUSLY INFLUENTIAL TWITTER
USERS
• 500 High Value Press Pickups + Links
• Massive Brand Exposure• +100k Site VisitorsTotal Cost: $50Total Time 10 minutes
#SEJSummit#Searchmetrics @larrykim
YOU’RE STILL DOING YOUR PR PITCHING
BY SENDING OUT EMAILS?
True Story #2: Using Identity-Based PPC Marketing to Promote a Live Event
#SEJSummit#Searchmetrics @larrykim
F%$&*@
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
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
I don’t even know where people live or what their interests are because I forgot to ask them!
#SEJSummit#Searchmetrics @larrykim
Need to Travel Back in Time and Add Fields to Lead Capture Forms
Logged into CRM. Downloaded All Email Addresses!
#SEJSummit#Searchmetrics @larrykim
Upload Email & Phone to Facebook & Twitter
#SEJSummit#Searchmetrics @larrykim
Overlay Behavior Targeting
#SEJSummit#Searchmetrics @larrykim
Overlay Demographic Targeting
#SEJSummit#Searchmetrics @larrykim
#SEJSummit#Searchmetrics @larrykim
Layered Identity-Based PPC RemarketingBehavioral & 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
#SEJSummit#Searchmetrics @larrykim
#SEJSummit#Searchmetrics @larrykim
Buy 1 Retweet/Like, Get 3 Clicks Free!
#SEJSummit#Searchmetrics @larrykim
Clone Your Audience List Using Similar Audiences!
#SEJSummit#Searchmetrics @larrykim
No Government Regulations on This Stuff
#SEJSummit#Searchmetrics @larrykim
Very Difficult To Unsubscribe From Ads
#SEJSummit#Searchmetrics @larrykim
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
You Can Make Changes & Test Stuff
#SEJSummit#Searchmetrics @larrykim
You Can Do Do this with $50!
Future-Proof Audience Segmentation
#SEJSummit#Searchmetrics @larrykim
3 Takeaways1. Biggest Evolution in Ad Targeting in History of Advertising,
Ever.
2. Why? Combines the precision of email marketing with the scale of PPC marketing
3. Opens up unprecedented new marketing opportunities!
#SEJSummit#Searchmetrics @larrykim
#SEJSummit#Searchmetrics @larrykim