Webinar Recording: https://icontact-videos.wistia.com/medias/mwfi87z186 Larry Kim is widely considered one of the premier experts on paid search marketing. As a paid search consultant, his strategies were so successful he founded WordStream to productize his techniques which have helped thousands of businesses get better results while saving time and money with paid search and social media advertising. In this webinar brought to you by iContact, Larry takes a deep dive into data he has gathered from analyzing thousands of integrated marketing plans in terms of how paid search, social media, your blog, and email marketing all work together to bring in business. He shares his humorous findings on how to find your “Unicorns” and dramatically increase ROI by putting into action what you glean from paid search and social to the betterment of your email marketing. Find out: - The importance of Click-through Rate (CTR) and Quality Score - The difference between a “Donkey” and a “Unicorn” - Create “Unicorn” ad copy that blows away the competition - How to remarket effectively using your email lists and visitors to your website

1. iContact Webinar
Larry Kim, CEO, MobileMonkey, Inc.
October 2017
@larrykim @icontact

2. Email Marketing and
PPC Marketing are
Converging
(in a Big way!)
Larry’s Crazy Marketing Theory:
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3. =
Few Random Facts About Larry
+
+
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4. WordStream’s Headquarters in 2008
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5. 98% Compound
Annual Growth
Rate
WordStream 5 Year Growth = 2945%
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6. Over 200 Employees!
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7. Top Industry Awards
Best Customer Engagement Driver Most Innovative Company Best Content Marketing Program
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8. @larrykim @icontact

9. WordStream’s Headquarters in 2017
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10. Working on a
New Start-Up
for Last 4
Months
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11. @larrykim @icontact

12. I use iContact
for all my
Email Blasts! J

13. #CMCa2z @larrykim@larrykim @icontact

14. Larry’s #10 Hack: Raise Your Open Rates using PPC Data
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15. How does
Email I’ve
Opted into
receiving end
up in the
Promotion
Dungeon?
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16. #CMCa2z @larrykim
User Opens Inbox
Gmail displays your recent emails.
Did User
Engage
With
Email?
Great. No
issues here.
Larry’s Greatly Simplified Promotion Tab Algo*
*Note: Not Official Gmail Diagram.
If this keeps
happening, I’ll
move these
into the
promotion
dungeon.
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17. HOW to Boost your Email Open Rates?
Hint: The Same Emotions that Make People Click
on Ads make People Open Emails
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18. LARRY’S EMAIL MARKETING WEAPON
The CTR
Donkey Detector!
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19. We should leverage this data and learnings!
Unicorns
Donkeys
CTR varies a Great Deal in Search Advertising
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20. DONKEYS VS. UNICORNS
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21. Unicorns are Up To 6x Better Than Donkeys.
Avg. CTR
Donkey CTRs (Bottom 10%) = 3x Worse Than Avg.
Unicorn CTRs (Top 10%) = +2x Better Avg.
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22. DONKEY TO UNICORN CONVERTER
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23. Larry’s Unicorn Research Lab
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24. Leverage Emotional Triggers!
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25. The Top 9 Emotions That Make
People Click Like Crazy:
Step 1: Pick One of These Emotional
Triggers
• Laughter
• Amusement
• Curiosity
• Awe
• Anger
• Fear
• Joy
• Empathy
• Sadness
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26. Step 2. Write Headline Copy From
Perspective of One of These Personas
The Bearer
of Bad News
The Hero/Villain The Comedian The Feel
Good Friend
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27. 3. Use This Title Template Commonly
Employed By ‘Viral’ Articles
Format
List post, quiz, Infographic
Emotional Hook
Emotional word or
superlative
Content Type
Images, quotes, pictures,
facts
Topic
Love, cats, dogs, fitness,
health, Donald Trump
5 AWESOME SEO STRATEGIES TO DEFEAT RANKBRAIN
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28. Unicorn Headlines = Top 10%
Odds of Finding Unicorn = 1:10
So Test 10 Different Headlines
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29. Quiz: How Many Headlines Do You See Here?
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30. It’s the Same Headline with Different
Punctuation and Capitalization
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31. You Need 10 *Different* Headlines!
How to Spot the Unicorn?
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32. Use AdWords OR FB to Test Headlines
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33. Identify Donkeys (worst 10%)
Write 10 Headlines
Test With AdWords or Facebook
Replace Old Subject With Winner
Summary: Donkey To Unicorn Converter
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34. CTR Boosts Are Super Valuable!
Higher CTR = More Clicks
Higher CTR = Better Delivery
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35. Facebook Lead Ads for Collecting More Emails
Larry’s #9 Email & PPC Hack
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37. @larrykim @icontact

38. @larrykim @icontact

39. @larrykim @icontact

40. #CMCa2z @larrykim
#8: Sound The Unicorn Alert …& Make Unicorn Babies!
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41. #CMCa2z @larrykim
Facebook Ads: High Relevance Score = Low Cost Per Click
1 penny
per click!
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42. #CMCa2z @larrykim
6 Cents
Per Click!
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43. #CMCa2z @larrykim
FREE MARKETING CALENDAR
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44. #CMCa2z @larrykim
Marketing Treadmill
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45. #CMCa2z @larrykim
Sound The
Unicorn Alert!
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46. #CMCa2z @larrykim
… And
Make
Unicorn
Babies!
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47. #CMCa2z @larrykim
Top Performing PPC and Email Campaigns
have High Engagement in Common!
Email
Unicorn
PPC
Unicorn
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48. #CMCa2z @larrykim
Making Unicorn
Babies:
Turn Top Performing
Ad Campaigns into
Email Campaigns!
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49. Larry’s #7 Hack: Clone Your Best Performing
Email Blasts into Social/Display PPC Ads
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50. Email Subject Line Open Rate
44 Fabulous Tips for Facebook Advertising 30.25%
Wake up and smell Google’s Expanded Text Ads 26.75%
10 Easy Facebook Marketing Ideas 26.09%
Magic Facebook Marketing Tricks 25.29%
Are Facebook Ads Right For Your Business? 24.78%
PPC Account Structure in 6 Simple Steps [Free Guide] 20.76%
15 Inspiring Landing Page Ideas [Free Guide] 19.44%
3 Underused AdWords Features That’ll Blow Your Mind 12.35%
My Top Email Subject Lines Last Quarter
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51. Larry’s #6 PPC & Email Hack:
Apply Your Top Drip Campaigns (Workflows) to
all Site Visitors (email not required!)
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52. How to Drip Campaigns to Site Visitors?
HOW?
Sequenced Remarketing
Same Cadence
Same Frequency
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53. Day 1
Day 2 (etc.)

54. Larry’s #5 Hack:
Email Segments =
Custom
Audiences
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55. Example Email Audience Segmentations
New
Purchasers
Non-Purchase
Users
Active
Purchasers
Customers with
Expired Warranty
Abandoned Shopping
Cart Users
Frequent
Purchasers
High Price Item
Purchasers
Recent
Purchasers
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56. @larrykim @icontact

57. Larry’ #4 Hack: Do Audience
Analytics On Email Lists
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58. Data Opinions
In Marketing,
Data Wins!
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60. Larry’s #3 Use the Audience Insights to Inform
Ad Targeting, Ad Copy & Future Email Blasts
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62. Even Twitter
has an
Audience
Analysis
Tool
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63. So I create
Entrepreneurship
content and
promote to my
email list!
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64. #2 Hack: YouTube Ads Targeted via Emails
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67. Larry’s #1 PPC & Email
Weapon: Remarketing Lists for
Search Ads (RLSA)
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68. Target search ads
only to people who
are in your email list!
REMARKETING LISTS FOR SEARCH ADS (RLSA)
Users get added
to your email list
Show them customized ads
when they search on Google!
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69. @larrykim @icontact

70. What Does it All
Mean?
Email +
PPC?
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71. Summary: 10 Crazy Email & PPC Ideas
1. Open Rate Impacts
Delivery
Better CTR = Better
Visibility and more
clicks!
2. Use Email Data to
Target PPC Ads:
YouTube, Facebook,
Gmail, Search can use
email targeting!
3.Use PPC data to
inform Email:
Drip campaigns, new
blast ideas, etc.
Key Takeaway: PPC + Email Marketing shouldn’t be operated in different silos!
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72. Be a Unicorn in a Sea of Donkeys!
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73. @larrykim @icontact