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CONFIDENTIAL – DO NOT DISTRIBUTE 1
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)
CONFIDENTIAL – DO NOT DISTRIBUTE 4
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…
Larry Kim (@larrykim)
• 67.5% of Display Ads are Plain Text Ads!
Ad Click Through Rates Based on Format
Larry Kim (@larrykim)
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
Larry Kim (@larrykim)
Amplify Your Best Stuff!
Larry Kim (@larrykim)
How to Find Your Best Articles
Why Content Marketers Are Fabulous PPC Marketers
Larry Kim (@larrykim)
Emotions That Make People Click On Content
Larry Kim (@larrykim)
Bid Strategies
Be Super Picky. Less is More!
Larry Kim (@larrykim)
Overlay Target Customer Demographics
Larry Kim (@larrykim)
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
Larry Kim (@larrykim)
+Post Ads on Google+
Larry Kim (@larrykim)
A Google+ Story
Larry Kim (@larrykim)
G+ Page Visibility Before And After
Larry Kim (@larrykim)
AfterBefore
The Flywheel Effect: Paid Social Promotion Generates Organic Engagement
Larry Kim (@larrykim)
Facebook Ads
Boost Posts?
Larry Kim (@larrykim)
People Who Like Your Page and Their Friends
Larry Kim (@larrykim)
Post Engagement Ad
Larry Kim (@larrykim)
Facebook Ad Retargeting
Larry Kim (@larrykim)
Key Differences Between FB and GDN
Larry Kim (@larrykim)
Twitter & LinkedIn
Larry Kim (@larrykim)
Larry Kim (@larrykim)
Larry Kim (@larrykim)
Larry Kim (@larrykim)
Paying For ContentPromotion
Cost Per Click: Search vs. Display Advertising
Larry Kim (@larrykim)
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)