Date post: | 14-Apr-2017 |
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Marketing |
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Larry Kim, FounderWordStream, Inc.
Jan. 11, 2016
Last Year’s Marketing Tactics
How to make 2017
Marketing
Generate…• More Leads & Sales
• Higher Conversion Rates
• Lower Costs
Note: Looking for BIG gains (+5x
Improvements) not tiny 5%
changes here.
New Marketing
Tactics & Hacks!
7 Day Forecast: Sunny in Unicorn Land
3 Random facts
about me
Make PPC Magical
Again!
1. From Manitoba, Canada. The Polar Bear Capital of the
World!!
Actual Photos From Boston Last Winter
2. Live in Harvard Square, Cambridge, MA
WordStream’s NEW Headquarters!!
2008 2017
3. Have a 2-year old Kid (#ppckid)
Larry’s Top 7 Must-Try Marketing Strategies
for 2017!
Larry’s #7 Marketing Hack: Secret Quality Score Changes
Research from October 2016:
Quality Score is More Important
Than Ever!Average QS:
6.5/10
Fewer Ad Spots on Both Mobile & Desktop, So Google Needs
to be More “Picky”!
Last Year:
+/- 1 Point
in QS
Results in
+/- 9% Ad
Impression
Share
This Year: Share Impression Share 2x More Competitive!
On Mobile: +/- 1 Point in QS Results in +/- 18% Ad Impression Share
Quality Score affects your Search CPC
10 Discounted by 50.0%
9 Discounted by 44.2%
8 Discounted by 37.5%
7 Discounted by 28.6%
6 Discounted by 16.7%
5 Google benchmark
4 Increased by 25.0%
3 Increased by 67.3%
2 Increased by 150.0%
1 Increased by 400.0%
You Save
You Pay
New Expanded Text Ads
Last Year’s Generic Text
Ads
#6 Marketing Hack: Go Nuts With Expanded
Text Ads (ETAs)
This is a Terrible Expanded Text Ads Strategy
Instead, Completely Re-Imagine Your Ads!
WSI @larrykim
Larry’s Unicorn Research Lab
A Few Crazy Ideas to Boost CTRs
CTR Idea: Kill Obvious CTAs From Headline & Move Into Sitelinks
(… Duh!)
Move CTAs to Sitelinks To Free Up Even More Room
Another CTR Busting Idea:
Blow Up Dynamic Keyword
Insertion (DKI)
Unicorns Ads Are 6x Better Than Donkey Ads!!
Avg. CTR
Donkey CTRs (Bottom 10%) = 3x Worse Than Avg.
Unicorn CTRs (Top 10%) = +2x Better Avg.A
d C
lic
k T
hro
ug
h R
ate
Ad Position
These Dynamic Keyword Insertion
Ads are All Donkeys!
Keyword Headlines Using Dynamic Keyword Insertion Do OK, Not Great
Re
lative
Fre
qu
en
cy
Avg. CTR Top 15% Top 5% Top 1%
Ads without DKIAds with DKI
DKI Headlines Less Likely To Be UnicornsR
ela
tiv
e F
req
ue
nc
y
Top 5%
Ads without DKIAds with DKI
Top 1% Relative CTR
Get DKI Out of Headline
(Free Up Even More
Room), Move DKI Into URL
Paths
Another CTR Busting Idea: Leverage Emotional Triggers!
These 9 Emotions Make People Click Like Crazy:
• Laughter
• Amusement
• Curiosity
• Awe
• Anger
• Fear
• Joy
• Empathy
• Sadness
Final CTR Boosting IDEA: Write Ad Headline Copy From Perspective of One of These Personas
The Bearer
of Bad News
The
Hero/Villain
The
Comedian
The Feel
Good Friend
Combining Emotional Hooks + Personas
Two Examples: Turning Donkeys into Unicorns!
Example 1: “Divorce Lawyer” This Ad Gets 6x The Average CTR
The Villain: Husband/Mistress
The Hero: Divorce Attorney
Emotion: Anger. Revenge.
Note: Everyone Else = Donkeys!
Example 2: “Breast Cancer Screening”(It’s OK, but Unremarkable)
The New Ad:
Emotion: Fear.
Persona: Bearer of Bad News
170% Increase in Call Volumes!
10
27
0 5 10 15 20 25 30
Positive Twist
Negative Twist Higher CTRs
= Higher
Conversion
Rates!
125% Increase in Appointments Booked!
4
9
0 2 4 6 8 10
Positive Twist
Negative Twist
Bonus Idea: Use This Plug & Play Title Template Commonly Employed By ‘Viral’ Articles
FormatList post, quiz,
Infographic
Emotional Hook
Emotional word or
superlative
Content TypeImages, quotes,
pictures, facts
TopicLove, cats, dogs,
fitness, health, Donald
Trump
4 AWESOME AD COPY STRATEGIES TO 6X CTR
Larry’s #5 Marketing Hack:
Hack Your Organic SEO Rankings with High Search CTRs
#SEOWithLarry
User Query Entered
ML Algo Makes a Guess and Re-Writes The Query
into Something it Recognizes (Query Interpretation)
Did The
Result
Satisfy The
User?
Great. Next Time I
See Queries Like
This, I’ll Put This
Page at the Top.
Larry’s Greatly Simplified Machine Learning Diagram*
*Note: Not Official Google Diagram.
Rats. Next Time I
See a Query Like
This, I’ll Try Some
Other Page
Google AdWords Entirely Based on Machine
Learning for Ad Targeting for 16 Years
Organic Search Finally Using Engagement to
Calculate Result Quality.
Larry’s #1 Experiment: What’s A Good Click Through Rate for Organic Search? (Spoiler Alert: It’s in Flux)
Org
an
ic S
ea
rch
Clic
k T
hro
ug
h R
ate
High CTR Listings Floating To Top Positions
Low CTR Listings Sinking To Bottom of Page
#UNGAGGED16
Organic Search Position
#SEOWithLarry
Does CTR Impact Rankings?
Larry’s Crazy SEO Experiment:
Obviously Ranking Impacts CTR. But How About The Reverse?
A CTR Study by. Philip Petrescu
for Moz.
+/- 3% Increase in
Post Engagement
+/- 1 Spot in
Organic Position
CTR-Based Rewards & Penalties?
Larry’s SEO Experiment: What Happens When You Make a Headline More “Clicky”?
Behold The Power of CTR Optimization
WHAT?
Page Title CTR Rank
Guerrilla Marketing: 20+ Examples & Strategies to Stand Out 1% 8
20+ Jaw-Dropping Guerrilla Marketing Examples & Strategies 4.2% 5
Massive SEO Traffic Impact! +112% in 5 Months! HOW?
#UNGAGGED16
Organic CTR Boosts Are Super Valuable!
Higher CTR = More Clicks
Higher CTR = Better Ranking
= More Clicks
Unicorn Headlines = Top 10%Odds of Finding Unicorn = 1:10
So Test 10 Different Headlines
You Need 10 *Different* Headlines!
How to Spot the Unicorn?
Quiz: How Many Ad Headlines Do You See Here?
It’s The Same Ad (With Different
Capitalization & Punctuation!!)
Use AdWords to Test Headlines
80% of Sales Come from
10% of Offers!
Most Businesses Just
Need One Unicorn Ad
and Corresponding
Offer!
Use Facebook Ads to Raise
Paid & Organic Search CTRs
Larry’s #4 Marketing Hack
Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)
Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!)
Interests Targeting
Demographic Targeting
Upload Your Customer List to
Facebook Insights!
Use Google Analytics User
Explorer to Gain Insights To
Determine Target Market
Even Twitter Has Audience
Insights!
Larry’s #3 Marketing Hack: Fix Your Facebook
Organic Reach
User Browses Feed
ML Algo Makes a Guess and Shows User an Update
Did The
User
Engage
with Post?
Great. Next Time I
See Status Updates
Like This, I’ll show it
to the user.
Larry’s Greatly Simplified Facebook NewsFeed Diagram*
*Note: Not Official Facebook Diagram.
Rats. Next Time I
See a status
update like this, I’ll
Try Something else.
How To Tell if Your Status Update is a Unicorn or Donkey?
1. Lots of stuff (organically)
to Twitter
2. Post Top stuff from Twitter, to
LinkedIn & Facebook
3. Pay to Promote the Unicorns on
Facebook & Twitter!
The Same Stuff That
Does Great in Search
Tends To Also Do Great on Social Media
Larry’s #2 Marketing Hack: Paid Unicorn Boost with Facebook Ads
Facebook & Twitter Ads: Higher Engagement Rate = (Much) Lower Cost Per Engagement
Engagement RateCost per engagement
$.005 $.02 $.03 $.08
68%
7%
21%
37%
$3.00
1%
** They Tend To Do Great in SEO and Paid Search, Too.
The Same Campaigns That Do Great Organically Tend to Do Great in Paid Social
Larry’s Last PPC Ad Hack: Change Your Offer For Insanely Awesome CRO
Conversion Rates Are Low & Going Nowhere
Search Conversion Rate Distribution
Median: 2.35%
Top 25%: 5.31% and Above
Top 10%: 11.45%
and Above
SH
AR
E O
F A
LL A
CC
OU
NTS
SEARCH CONVERSION RATE. (WordStream Customer Data – Not Official Google Data)
Distribution Point Conversion Rate Vs. Average Comments
AVERAGE 2.35% - DONKEYS
TOP 25% 5.31% 2X AWESOME
TOP 10% 11.45% 5X UNICORNS
Donkeys vs. Unicorns
Unicorns Convert 5x Better Than Donkeys
How to Turn Conversion
Rate Donkeys
into Unicorns?
The Great A/B Testing Fairy Tale
If We Change The..
• Font Type
• Spacing
• Button Color
• Image
• Text
• Etc.
“We’ll Get a 5% Increase in Conversions”
CRO Guru
Ecommerce Example:Higher CTRs = Higher Conversion Rates
Picnic Pants* Drones
Vs.
CTR
• Picnic Pants
Drones •
Conversion Rate
Worst thing you can do: Lipstick on a Donkey
invisible
noodles?
Your Current
Offer
A Completely
Different, Better
Offer
Big vs. Little Changes
Unicorn Hill
Donkey Hill
Change Your Offer To DramaticallyIncrease Conversion Rates
What Does it All Mean?
Engagement
Rates?
5
4
3
High Engagement Rate Campaigns Will Win 2017
AdWords QSLess ad space so more important than ever.
SEO RankingsNew Machine-Learning AlgosDramatically Reward High CTR listings.
Organic SocialRecover Some Organic Social Reach with High Engagement Posts.
START/GO
(Donkey Land)
2
1
New ML-Systems Reward High Engagement Campaigns with Better Visibility & Lower Cost
Paid SocialOnly Promote High
Engagement Campaigns
CONVERTHigher Engagement = Higher Conversions
END/REPEAT
(Unicorn Land)
They All Have High Engagement in Common
Great SEOGreat
Paid/Organic Social
Great CROGreat PPC
Be a Unicorn in a Sea of Donkeys!
a)Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week
b)1-1 AdWords Assessment with AdWords Certified Consultant
c) I don’t need help with my PPC
•Special Offers