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How To Make Your Content Go Viral With Paid PromotionHow To Make Your Content Go Viral With Paid Promotion

Larry Kim, Founder/CTO, WordStreamSept. 19, 2014

About Me

Larry Kim (@larrykim)• Founder & CTO of WordStream

• Commander of the Google AdWords Quality Score Rebellion

• Had a Kid 4 Months Ago (#ppckid)

Larry Kim (@larrykim)

Agenda: How To Make Content Go Viral w/ Paid Promotion

1. Why Paid Content Promotion?

2. Popular Paid Promotion Venues• Google Display Network• YouTube/Google+• Facebook• Twitter• Linkedin

Larry Kim (@larrykim)

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Pick the Red or Blue Pill

You are Engaging in Paid Social Promotion …

Why Paid ContentPromotion?

~5% of Articles Get Half The Social Shares!

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How Does Content Go “Viral”?

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How Does Content Go “Viral”

Paid Promotion Can Increase Avg. Shares Per Article

Larry Kim (@larrykim)

Paid Promotion Makes OK Articles Do Better By Increasing Chances it will “Get Noticed”

Larry Kim (@larrykim)

The Case for Content Remarketing

• Low Hanging Fruit – People who know you are more likely to read/share your stuff

• Alternative To Email –Blasting too many articles results in unsubscribes and burn-out

• Supplement Falling Organic Post Reach – FB organic post reach is ~5% and falling

Remarketing on Google Display Network

Huge Reach!

Larry Kim (@larrykim)

Define a Customized List of Users to Target Your Ads

Tip: Use Existing Blog Categories!

Audience Membership Duration - Quantifying Ad Fatigue: Remarketing vs. Generic Display Ads

Ad Fatigue: Remarketing vs. Display Ads

Remarketing ads Fatigue at Half the

Rate ot Generic Display Ads

Remarketing ads Fatigue at Half the

Rate ot Generic Display Ads

Ad Fatigue: Remarketing vs. Display Ads

Conversion Rates

Increase With More

Ad Impressions

Conversion Rates

Increase With More

Ad Impressions

Be Bold! Get Tons of Ad Impressions

• Set Membership Duration: 3x Avg. Sale Cycle

• Set Impression Caps to Unlimited!

• Run Multiple Ads Per Campaign!

How To Make Killer

Remarketing Ads

14 Ad Formats on Google Display Network

Larry Kim (@larrykim)

• Vertical rectangle: 240 x 400• Mobile leaderboard: 320 x 50• Banner: 468 x 60• Leaderboard: 728 x 90• Square: 250 x 250• Small square: 200 x 200• Large rectangle: 336 x 280• Inline rectangle: 300 x 250• Skyscraper: 120 x 600• Wide skyscraper: 160 x 600• Half-page: 300 x 600• Etc.

So, Diversify Ad Formats

Larry Kim (@larrykim)

Ad Format Share ofImpressions

Leader board (728 x 90) 25.5%Inline rectangle (300 x 250) 25.1%Banner (468 x 60) 12.0%Wide skyscraper (160 x 600) 10.1%Large Rectangle (336 x 280) 8.6%Mobile leaderboard (320 x 50) 7.4%Half-page (300 x 600) 4.3%Square (250 x 250) 2.8%

CPC vs. CTR on Google Display Network

Larry Kim (@larrykim)

Higher CTR = Lower

CPC

Higher CTR = Lower

CPC

• Every 0.1% Increase/Decrease in CTR = +/- 21% CPC

The High Click Through Rate Game For Content Remarketing

Larry Kim (@larrykim)

1. Get HIGH CTRs not Low CTRs

2. You’ll Pay for More Clicks, But The Clicks Will Be Much Cheaper (as much as 400% less)

About Those Text Ads…

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• 67.5% of Display Ads are Plain Text Ads!

Ad Click Through Rates Based on Format

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Ad Format on Google Display Network

Click Through Rate

Text ads 0.23%

Image ads 0.31%

381% Tax on Text Ads vs. Image Ads!

Larry Kim (@larrykim)

Google Display Network Ad Format

CPC (USD)

Text $2.31

Custom Image $0.48

Ads That Push To Content

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Amplify Your Best Stuff!

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How to Find Your Best Articles

Why Content Marketers Are Fabulous PPC Marketers

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Emotions That Make People Click On Content

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Bid Strategies

Be Super Picky. Less is More!

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Overlay Target Customer Demographics

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Tip: Only Target Your Buyer Persona• Overlay User

Demographics: age, income, gender, interests, location, device, time, site category, language, time, parental status, etc.

How Content Remarketing Really Works

37Larry Kim (@larrykim)

1. Anonymous users visit your website. Tag them all.

2. Filter based on …– Visiting High Value Pages = High

Commercial Intent– Overlay User Demographics = Right

Target Buyer

3. Commercial Intent + Buyer Persona Match = $$$

Other Ad Formats

TrueView Ads on YouTube

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+Post Ads on Google+

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A Google+ Story

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G+ Page Visibility Before And After

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AfterBefore

The Flywheel Effect: Paid Social Promotion Generates Organic Engagement

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Facebook Ads

Boost Posts?

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People Who Like Your Page and Their Friends

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Post Engagement Ad

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Facebook Ad Retargeting

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Key Differences Between FB and GDN

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Twitter & LinkedIn

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Paying For ContentPromotion

Cost Per Click: Search vs. Display Advertising

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Industry Google Search Display Network

Finance $3.09 $1.03Travel $0.29 $0.28Shopping $0.25 $0.27Jobs & Education $1.80 $0.34Internet & Telecom $1.11 $0.40Computers & Electronics $1.29 $0.44

Business & Industrial $1.67 $0.97Home & Garden $0.76 $0.83Autos & Vehicles $0.97 $1.03Beauty & Fitness $1.11 $1.01

Conversion Rates by Industry

Larry Kim (@larrykim)

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 Cost Per Conversion

Larry Kim (@larrykim)

Industry Google Search Display Network

Finance $50.49 $20.12Travel $20.00 $9.36Shopping $6.98 $12.33Jobs & Education $29.56 $16.27Internet & Telecom $17.70 $4.66Computers & Electronics $29.02 $14.86Business & Industrial $39.48 $23.66Home & Garden $34.39 $24.20Autos & Vehicles $22.61 $16.75Beauty & Fitness $24.34 $44.49

Content Remarketing as % of PPC Budget

Larry Kim (@larrykim)

~66% Keyword Search Ads

~33% Display / Content Remarketing

Paid Content Promotion as % of Content Budget

Larry Kim (@larrykim)

~1/3 Content Creation

~1/3 Organic Content Promotion (Social/PR)

~1/3 Paid Content Promotion

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Paid Content Promotion Will Your Site be a Unicorn in a Sea of Donkeys

Summary: Paid Content Promotion

• Creating Great Content isn’t Enough• Content Remarketing = Low Hanging Fruit!

Friendly Audience + Demographics = WIN• Huge Impact on Content Engagement

Larry Kim (@larrykim)