#heroconf AdWords/ We are going to unlock growth from the keywords that you already have. This is a powerful tactic in a mature account where you can take advantage of a wealth of keyword data and get more value from your keywords without having to resort to a higher in the funnel approach. So we are just going to zoom in on search. You will know how to:
- How to make historically expensive keywords profitable
- How to reach searchers who don’t click on our ads
- How to run a search campaign on YouTube
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Hero Conf London 2018 - Unlocking a New Growth Engine by Repurposing Keywords
1. Unlocking a New Growth Engine by
Repurposing Keywords
Luke Milbourn | PPC Specialist | @lukemilbourn
2. Session outcomes
You will know how to:
● How to make historically expensive keywords profitable
● How to reach searchers who don’t click on our ads
● How to run a search campaign on YouTube
3. About Booster Box
● Performance Marketing Agency
● Based in Tuscany, Italy
● We are a team of Developers, Data Scientists and PPC Experts
● Building wildly successful PPC campaigns since July 2016
● boosterboxdigital.com
4. Keywords are awesome
● We know potential customers are actively searching
● We know what they are searching for
5. It’s fun finding new keywords
● New accounts have growth potential in keyword expansion
● Keywords research tools
● Search Term Report analysis
● More keywords = more conversions
6. Progress starts to slow
● You’ve picked out all the profitable keywords
● Some keywords are low volume, so you can’t rely on them for fast growth
● So you need to find even more keywords
7. New keywords get harder to find
● More expensive
● Lower volume
● Less likely to convert
● Optimising efficiency doesn’t bring fast growth
8. You contemplate life beyond search
● Paid social?
● Non-remarketing on GDN?
● YouTube?
● Brand awareness?
● Billboards?
10. The Booster Box solution
● Revive zombie keywords with audience targeting
● Use a script to reach searchers via the Display Network
● Use another script to reach searchers on YouTube
11. Combining Keywords with Audiences to find
Conversion Sweet Spots
Luke Milbourn | PPC Specialist | @lukemilbourn
12. What we know about remarketing
● Conversion rate is higher
● Volume is lower
● Therefore can use broader keywords to increase volume (thank you Larry
Kim )
14. Broad RLSA
Normal
keywords
What visitors to
our website
search for
Broader
keywords are
affordable
due to higher
CR from
returning
visitors
+PPC
+PPC +agency
+London “Best cat videos
2018”
15. Why does this work?
● Reason 1: Familiarity Heuristic
○ “Judging events as more frequent or important because they are more familiar in memory.”*
● Reason 2: We have the solution people are searching for (self selection)
*Ashcraft, M.H. (2006). Cognition. Upper Saddle River, New Jersey; Pearson Education Inc. Original experiment by Tversky and Kahneman.
16. Let’s focus on Reason 2
● Reason 2: We have the solution people are searching for
How can we find more of these users who are more likely to convert?
17. What other audiences do we have?
● Similar Audience List for Search Ads (SLSA)
● In-Market Audience for Search
18. Why does this work?
● Higher intent audiences mean higher conversion rates
● Higher conversion rates mean we can bid more
● Bidding more increases volume
22. Not as broad as RLSA
● Bring back zombie keywords
○ Anything that has converted ever
○ Over tCPA / under tROAS
○ Include paused KWs
● Run an N-gram to find converting root terms
23. In-Market or SLSA?
● Start with In-Market
● Set the audience as a negative audience in the standard campaign
● In-Market can steal volume from SLSA
● Especially if both are based off the same seed audience
● Focus your broader keywords on audiences seeded from deeper in the funnel
24. Optimise with demographic data
● Set bid adjustments for metric with the widest variation in CR
○ Find users more likely to convert (age, household income etc)
○ Day/time and location
○ Device
31. Sometimes this works
● But what about the 90%+ of searchers who don’t click on our ads?
● Not every one clicks on our ads, but they are still searching
32. Pincer Move
On this
page
And this
page
And on these
pages
And on a ton of
pages over here
too
And on these
pages
And on these
pages
34. How do we do this?
● Grab your top keywords
● Plug them into Pincer Move
● Review URLs for appropriate placements
● Target URLs as placements in Display
35. Great because:
● We don’t rely on broad match Display Keywords
● We can manually review placements before showing an ad there
● We can focus our budget on high value placements
● No need to spend budget filtering out cheap, low quality placements
36. Top tips
● Use broad, high volume keywords
○ Grab top queries from the STR too and exact match as these will be closer to natural
language
● A lot of placements won’t work (wikipedia, competitors etc) so go as wide as
you can
39. YouTube is big
● Over 1 billion users
● 1 billion hours watched each day
● Second largest search engine in the world
○ According to Google
■ Back in 2013
40. How can we find the perfect placements?
● Hint: keywords
42. Targeting is hard
● Normally used for top of funnel
● Keyword targeting is super broad
● (Non-remarketing) audience targeting is still super broad
● And we don’t know where ads will show up
49. Wrap up
Luke Milbourn | PPC Specialist | @lukemilbourn
Generating growth in mature accounts with keywords
50. Keywords reborn
We have looked at how to:
● Combine keywords with audiences to find conversion sweet spots
● Use Pincer Move: a script for exact match KW targeting on display
● Use Cherry Picker: a script for leveraging search on YouTube
boosterboxdigital.com/super-secret-scripts/