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RLSA Will Save The Day By Larry Kim

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: RLSA Will Save The Day!. PRESENTATION: RLSA Will Save The Day - Given by Larry Kim, @larrykim - WordStream, Founder & CTO. #SMX #33B1

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RLSA Will Save The Day By Larry Kim

  1. 1. Larry Kim, Founder WordStream, Inc. SMX East, Sept. 29, 2016 #SMX #33B1 @larrykim
  2. 2. #SMX #33B1 @larrykim
  3. 3. Google Search = Transformed Direct Response Marketing! #SMX #33B1 @larrykim
  4. 4. PPC Search Ads = Direct Conversion #SMX #33B1 @larrykim
  5. 5. PPC Marketing 15 Years Ago #SMX #33B1 @larrykim
  6. 6. Direct Conversion = Unicorn of PPC Marketing #SMX #33B1 @larrykim
  7. 7. 15 Years Later: Our PPC Unicorn Showing Signs of Sickness #SMX #33B1 @larrykim
  8. 8. 1. PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED MARKETS! Source: Approx. 2500 WordStream Customers (Not official Google Data.) Desktop Tablet Mobile #SMX #33B1 @larrykim
  9. 9. 2. Desktop Search Volumes Peaked 3 Years Ago! #SMX #33B1 @larrykim
  10. 10. 3. Apps are Stealing Desktop Searches! Mobile App Desktop #SMX #33B1 @larrykim
  11. 11. 3. 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 SHAREOFALLACCOUNTS SEARCH CONVERSION RATE. (WordStream Customer Data – Not Official Google Data) #SMX #33B1 @larrykim
  12. 12. Biggest Strength of PPC = Biggest Weakness of PPC #SMX #33B1 @larrykim
  13. 13. Searchers Have *Already* Decided to Buy #SMX #33B1 @larrykim
  14. 14. Search Ads Don’t Grow *New* Demand: Just Harvests Existing Market Demand. #SMX #33B1 @larrykim
  15. 15. How to make PPC Campaigns With … • More Ad Impressions • Higher CTRs • Lower CPCs • Higher Conversion Rates Note: Looking for BIG gains (+5x Improvements) not tiny 5% changes here. #SMX #33B1 @larrykim
  16. 16. 7 Day Forecast: Sunny in Unicorn Land #SMX #33B1 @larrykim
  17. 17. Remarketing Lists for Search Ads (RLSA) will Save The Day! #SMX #33B1 @larrykim
  18. 18. 3 Random facts about me Make PPC Magical Again! #SMX #33B1 @larrykim
  19. 19. #SMX #33B1 @larrykim
  20. 20. 1. From Manitoba, Canada. The Polar Bear Capital of the World!! #SMX #33B1 @larrykim
  21. 21. Actual Photos From Boston Last Winter #SMX #33B1 @larrykim
  22. 22. 2. Live in Harvard Square, Cambridge, MA #SMX #33B1 @larrykim
  23. 23. WordStream’s Headquarters 2008 2016 #SMX #33B1 @larrykim
  24. 24. 3. Have a 2-year old Kid (#ppckid)
  25. 25. Target search ads only to people who recently visited your site! How Remarketing Lists for Search Ads (RLSA) Works Users visit your site, get added to your remarketing list Show them customized ads when they search for your keywords on Google! #SMX #33B1 @larrykim
  26. 26. RLSA Search Ad Campaigns Regular (Non- RLSA) Search Ad Campaigns We Ran Same Keywords, Bids, Budgets, Ads. What Happened? #SMX #33B1 @larrykim
  27. 27. Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!) #SMX #33B1 @larrykim
  28. 28. Quality Score affects your 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 #SMX #33B1 @larrykim
  29. 29. Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!) #SMX #33B1 @larrykim
  30. 30. The Problem with RLSA: Low Search Volume People unfamiliar with your brand People familiar with your brand RLSA only targets these usersRLSA Doesn’t Target These Users (By Definition) #SMX #33B1 @larrykim
  31. 31. RLSA Triples Click Through Rates Cuts CPC in Half Triples Conversion Rates Cuts Impression Volume by 10x Behold The Power of RLSA!! #SMX #33B1 @larrykim
  32. 32. Bing Ads Says Use Search Remarketing in these 3 Ways: #SMX #33B1 @larrykim
  33. 33. Google AdWords Says Do The Same 3 Things with RLSA #SMX #33B1 @larrykim
  34. 34. Using RLSA to Adjust Bids, Keywords and Ad Text? Over-kill! (Not fully utilizing FULL potential of RLSA!) #SMX #33B1 @larrykim
  35. 35. **For Ridiculously Competitive Markets And/or Small Budgets New Ways of Using RLSA**!! #SMX #33B1 @larrykim
  36. 36. Only Spend on RLSA Campaigns. Forget Non-RLSA Search Campaigns Larry’s #1 RLSA Strategy: If Limited By Budget (Low Impression Share) Set Search Ad Budget = 100% RLSA. #SMX #33B1 @larrykim
  37. 37. 1. Dump Non-RLSA Search Ads 2. Divert Budget to Cheaper Social/Display Ads To Drive RLSA Audience Growth Larry’s #2 RLSA Strategy: Divert Non RLSA Search Budgets to Cheaper Audience Growth Campaigns RLSA 10% Non-RLSA 90% Old PPC Budget Allocation: RLSA vs. Non-RLSA RLSA 40% Social/Display 60% New PPC Budget Allocation: RLSA- Only + Display/Social Audience Growth Campaigns #SMX #33B1 @larrykim
  38. 38. Solution: Fix RLSA Volume Issue By Dramatically Expanding Cookie Pools Solution: make the smaller circle 100- 1000x bigger for cheap! People unfamiliar with your brand People familiar with your brand RLSA only targets these usersRLSA Doesn’t Target These Users (By Definition) #SMX #33B1 @larrykim
  39. 39. Two Quick Examples #SMX #33B1 @larrykim
  40. 40. 1. LovePop Cards: #SMX #33B1 @larrykim
  41. 41. 3-Dimensional Pop-Up Cards #SMX #33B1 @larrykim
  42. 42. #SMX #33B1 @larrykim
  43. 43. #SMX #33B1 @larrykim
  44. 44. 2) Kars4Kids #SMX #33B1 @larrykim
  45. 45. #SMX #33B1 @larrykim
  46. 46. How Marketing REALLY Works STEP 1: Promote Inspirational / Memorable Content about Your Brand to your Target Market STEP 2: People See The Ad, But Don’t Necessarily Take Action Right Away. (But Become Biased) STEP 3: Later when the Need Arises, People either: Do a Branded Search for Your Stuff Do Un-Branded Search but Biased Towards Clicking & Buying From You. #SMX #33B1 @larrykim
  47. 47. Combine RLSA with New Demographic Bidding For Search Introducing Super RLSA #SMX #33B1 @larrykim
  48. 48. Demographic Bidding for Search Ads #SMX #33B1 @larrykim
  49. 49. New: Demographic Bidding for Search Ads in AdWords #SMX #33B1 @larrykim
  50. 50. Use Facebook Audience Insights To Determine Target Market & Adjust Bids Accordingly #SMX #33B1 @larrykim
  51. 51. Behold The Awesome Power of SUPER-RLSA Demographic Bidding= They’re qualified buyers. Remarketing = They Recently Checked Out Your Stuff Keyword Targeting = They’re Searching To Buy Your Stuff NOW. Target a Narrow Audience That Meets all 3 Criteria with HIGH ENGAGEMENT UNICORNS = $$$ #SMX #33B1 @larrykim
  52. 52. Demographic Bidding for Search Makes RLSA Even Better #SMX #33B1 @larrykim
  53. 53. 1 2 3 (a) Promote Content to Target Market on the Cheap Using Display/Social Ads or PR Stunt CREATE Produce memorable, inspirational content AMPLIFY Selectively amplify top content via Social/Display Ads, PR Stunts or Broadcast Media TAG Build remarketing audiences by tagging site visitors with a cookie START/GO (Donkey Land) #SMX #33B1 @larrykim
  54. 54. 5 4 6 (b) Convert Viewers Into Customers with RLSA Remarketing User Remarketing Lists for Search Ads to get the sale FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale END/REPEAT (Unicorn Land) #SMX #33B1 @larrykim
  55. 55. One Final Crazy Way To Use RLSA! Convince Your Partners and/or Competitors To Use RLSA! #SMX #33B1 @larrykim
  56. 56. #SMX #33B1 @larrykim
  57. 57. People Searching for Luxury Cars Expensive Clicks, Low Conversion Rates. Costs passed on to customers. All going after same keywords #SMX #33B1 @larrykim
  58. 58. AdWords Auction Prices Directly Proportional To What The Next Advertiser is Willing To Pay! #SMX #33B1 @larrykim
  59. 59. Each Dealer Goes After Their Respective Audience Lower CPCs, Higher Conversion Rates for All! #SMX #33B1 @larrykim Most Effective Way to Split Up Search Inventory
  60. 60. Use Customer Match and RLSA to Stop Shooting Yourself in The Foot! #SMX #33B1 @larrykim
  61. 61. What Does it All Mean? RLS A #SMX #33B1 @larrykim
  62. 62. Summary: My Three Crazy Ideas for RLSA 1. RLSA-Only: Combine RLSA with Low-Cost Audience Driving Campaigns 2. Super RLSA: Combine RLSA with Demographic Bidding for Search 3.Ninja RLSA: Convince Your Competitors/Partners /Departments to use RLSA Key Takeaway: WAY more to RLSA than Tweaking Ad Text, Bids and Budgets! #SMX #33B1 @larrykim
  63. 63. How Marketing REALLY Works STEP 1: Promote Inspirational / Memorable Content about Your Brand to your Target Market STEP 2: People See The Ad, But Don’t Necessarily Take Action Right Away. (But Become Biased) STEP 3: Later when the Need Arises, People either: Do a Branded Search for Your Stuff Do Un-Branded Search but Biased Towards Clicking & Buying From You. #SMX #33B1 @larrykim
  64. 64. Be a Unicorn in a Sea of Donkeys! #SMX #33B1 @larrykim

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