Larry Kim's Presentation on Identity Based PPC Marketing for Search Engine Journal Summit #sejsummit

3. A Few Random
Facts About Me

4. #SEJSummit
#Searchmetrics @larrykim

5. #SEJSummit
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6. Actual Photos of Boston From February This Year

7. I Live in Harvard Square, Cambridge, MA
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8. WordStream’s Global Headquarters in Boston
2008 2015

9. Download Slides Here: bit.ly/sejsummit-ny

10. 3 Takeaways
1. Biggest Evolution in Ad Targeting in History of Advertising,
Ever.
2. Why? Combines the precision of email marketing with the s
cale of PPC marketing
3. Opens up unprecedented new marketing opportunities!

12. #SEJSummit
#Searchmetrics @larrykim

14. Emails end up in “Promotions” Tab
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15. Marketing Emails Ending Up in Roll-Ups, etc.
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16. Email CTRs Falling Over Time
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17. Increasingly Complex Email Regulations
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19. HOWEVER, PAID SEARCH CPCs AT ALL TIME
HIGH IN ESTABLISHED MARKETS!
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20. Search Ads Aren’t Cheap Anymore
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21. APPS ARE STEALING FROM DESKTOP SEARCHES!
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22. FEWER AD SPOTS ON MOBILE
(which is 50% of searches in 2015)
VS.
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24. Facebook Organic Reach Keeps Sinking
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25. So, Many PPC/Social Media/Email
Marketing Efforts Actually More Like …
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26. How to make your:
• Email Marketing
• PPC Marketing
• Social Media Marketing
Generate 10x More
Engagement at 1/10th the
Cost??
#SEJSummit
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27. Identity-Based PPC Marketing Will
Save The Day!
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29. 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)
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30. New “Tailored Audiences” or “Custom Audiences”
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31. People-Based Marketing is Like
Email Marketing But Better
Email Marketing
Limit number of blasts to
reduce 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

32. Identity Marketing Using Custom
Audiences in Social Ads
Identity based marketing opens up a TON of new
and exciting advertising use cases!
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33. True Story of the Power of Identity-Based Marketing
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34. Shared the Article on My Social Media
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35. Promoted Post to My List of Influencers
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36. Story Picked Up
in Marketing Land
in 2 Hours
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37. +500 Press Pickups in 48 Hours
SATURDAY MONDAYFRIDAY
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38. Custom Audience Social Ads
ROI Analysis:
• 500 High Value Press Pickups +
Links
• Massive Brand Exposure
• +100k Site Visitors
Total Cost: $50
Total Time 10 minutes
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40. True Story #2: Using Identity-Based PPC Marketing
to Promote a Live Event
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41. F%$&*@
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

42. 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
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43. I don’t even
know where
people live or
what their
interests are
because I
forgot to ask
them!
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#Searchmetrics @larrykim

44. Need to Travel Back in Time and Add
Fields to Lead Capture Forms

45. Logged into CRM. Downloaded All Email Addresses!
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46. Upload Email & Phone to Facebook & Twitter
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47. Overlay Behavior Targeting
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48. Overlay Demographic Targeting
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49. #SEJSummit
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50. Layered Identity-Based PPC Remarketing
Behavioral & 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

51. #SEJSummit
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52. #SEJSummit
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53. Buy 1 Retweet/Like, Get 3 Clicks Free!
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54. Clone Your Audience List Using Similar
Audiences!

56. #SEJSummit
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58. No Government Regulations on This Stuff
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59. Very Difficult To Unsubscribe From Ads
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60. 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

61. You Can Make Changes & Test Stuff
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62. You Can Do Do
this with $50!

63. Future-Proof Audience Segmentation
#SEJSummit
#Searchmetrics @larrykim

64. 3 Takeaways
1. Biggest Evolution in Ad Targeting in History of Advertising,
Ever.
2. Why? Combines the precision of email marketing with the s
cale of PPC marketing
3. Opens up unprecedented new marketing opportunities!

65. #SEJSummit
#Searchmetrics @larrykim

66. #SEJSummit
#Searchmetrics @larrykim