7 Must-try Marketing Strategies for 2017
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2017 has arrived - the time has never been better to give your marketing campaigns a face-lift. Join WordStream founder, Larry Kim, as he reveals 7 Must-try Marketing Strategies for 2017. This live webinar will cover: - How to get better placement with lower cost per click on Google AdWords - How and why to build engagement ads - How to target your competition's target audiences
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7 Must-try Marketing Strategies for 2017
- 1. Larry Kim, Founder WordStream, Inc. Jan. 11, 2016
- 3. Last Year’s Marketing Tactics
- 4. How to make 2017 Marketing Generate… • More Leads & Sales • Higher Conversion Rates • Lower Costs Note: Looking for BIG gains (+5x Improvements) not tiny 5% changes here.
- 5. New Marketing Tactics & Hacks!
- 6. 7 Day Forecast: Sunny in Unicorn Land
- 7. 3 Random facts about me Make PPC Magical Again!
- 9. 1. From Manitoba, Canada. The Polar Bear Capital of the World!!
- 10. Actual Photos From Boston Last Winter
- 11. 2. Live in Harvard Square, Cambridge, MA
- 12. WordStream’s NEW Headquarters!! 2008 2017
- 13. 3. Have a 2-year old Kid (#ppckid)
- 14. Larry’s Top 7 Must-Try Marketing Strategies for 2017!
- 15. Larry’s #7 Marketing Hack: Secret Quality Score Changes
- 16. Research from October 2016: Quality Score is More Important Than Ever! Average QS: 6.5/10
- 17. Fewer Ad Spots on Both Mobile & Desktop, So Google Needs to be More “Picky”!
- 18. Last Year: +/- 1 Point in QS Results in +/- 9% Ad Impression Share
- 19. This Year: Share Impression Share 2x More Competitive! On Mobile: +/- 1 Point in QS Results in +/- 18% Ad Impression Share
- 20. Quality Score affects your Search 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
- 23. New Expanded Text Ads Last Year’s Generic Text Ads #6 Marketing Hack: Go Nuts With Expanded Text Ads (ETAs)
- 25. This is a Terrible Expanded Text Ads Strategy
- 26. Instead, Completely Re-Imagine Your Ads! WSI @larrykim
- 28. Larry’s Unicorn Research Lab A Few Crazy Ideas to Boost CTRs
- 29. CTR Idea: Kill Obvious CTAs From Headline & Move Into Sitelinks
- 30. (… Duh!)
- 31. Move CTAs to Sitelinks To Free Up Even More Room
- 32. Another CTR Busting Idea: Blow Up Dynamic Keyword Insertion (DKI)
- 33. Unicorns Ads Are 6x Better Than Donkey Ads!! Avg. CTR Donkey CTRs (Bottom 10%) = 3x Worse Than Avg. Unicorn CTRs (Top 10%) = +2x Better Avg.AdClickThroughRate Ad Position
- 34. These Dynamic Keyword Insertion Ads are All Donkeys!
- 35. Keyword Headlines Using Dynamic Keyword Insertion Do OK, Not GreatRelativeFrequency Avg. CTR Top 15% Top 5% Top 1% Ads without DKI Ads with DKI
- 36. DKI Headlines Less Likely To Be Unicorns RelativeFrequency Top 5% Ads without DKI Ads with DKI Top 1% Relative CTR
- 37. Get DKI Out of Headline (Free Up Even More Room), Move DKI Into URL Paths
- 38. Another CTR Busting Idea: Leverage Emotional Triggers!
- 39. These 9 Emotions Make People Click Like Crazy: • Laughter • Amusement • Curiosity • Awe • Anger • Fear • Joy • Empathy • Sadness
- 40. Final CTR Boosting IDEA: Write Ad Headline Copy From Perspective of One of These Personas The Bearer of Bad News The Hero/Villain The Comedian The Feel Good Friend
- 41. Combining Emotional Hooks + Personas Two Examples: Turning Donkeys into Unicorns!
- 42. Example 1: “Divorce Lawyer” This Ad Gets 6x The Average CTR The Villain: Husband/Mistress The Hero: Divorce Attorney Emotion: Anger. Revenge.
- 43. Note: Everyone Else = Donkeys!
- 44. Example 2: “Breast Cancer Screening” (It’s OK, but Unremarkable)
- 45. The New Ad: Emotion: Fear. Persona: Bearer of Bad News
- 46. 170% Increase in Call Volumes! 10 27 0 5 10 15 20 25 30 Positive Twist Negative Twist Higher CTRs = Higher Conversion Rates!
- 47. 125% Increase in Appointments Booked! 4 9 0 2 4 6 8 10 Positive Twist Negative Twist
- 48. Bonus Idea: Use This Plug & Play 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 4 AWESOME AD COPY STRATEGIES TO 6X CTR
- 49. Larry’s #5 Marketing Hack: Hack Your Organic SEO Rankings with High Search CTRs
- 50. #SEOWithLarry
- 51. User Query Entered ML Algo Makes a Guess and Re-Writes The Query into Something it Recognizes (Query Interpretation) Did The Result Satisfy The User? Great. Next Time I See Queries Like This, I’ll Put This Page at the Top. Larry’s Greatly Simplified Machine Learning Diagram* *Note: Not Official Google Diagram. Rats. Next Time I See a Query Like This, I’ll Try Some Other Page
- 52. Google AdWords Entirely Based on Machine Learning for Ad Targeting for 16 Years Organic Search Finally Using Engagement to Calculate Result Quality.
- 53. Larry’s #1 Experiment: What’s A Good Click Through Rate for Organic Search? (Spoiler Alert: It’s in Flux) OrganicSearchClickThroughRate High CTR Listings Floating To Top Positions Low CTR Listings Sinking To Bottom of Page #UNGAGGED16 Organic Search Position #SEOWithLarry
- 54. Does CTR Impact Rankings? Larry’s Crazy SEO Experiment:
- 55. Obviously Ranking Impacts CTR. But How About The Reverse? A CTR Study by. Philip Petrescu for Moz.
- 56. +/- 3% Increase in Post Engagement +/- 1 Spot in Organic Position CTR-Based Rewards & Penalties?
- 57. Larry’s SEO Experiment: What Happens When You Make a Headline More “Clicky”?
- 58. Behold The Power of CTR Optimization WHAT? Page Title CTR Rank Guerrilla Marketing: 20+ Examples & Strategies to Stand Out 1% 8 20+ Jaw-Dropping Guerrilla Marketing Examples & Strategies 4.2% 5
- 59. Massive SEO Traffic Impact! +112% in 5 Months! HOW? #UNGAGGED16
- 60. Organic CTR Boosts Are Super Valuable! Higher CTR = More Clicks Higher CTR = Better Ranking = More Clicks
- 61. Unicorn Headlines = Top 10% Odds of Finding Unicorn = 1:10 So Test 10 Different Headlines
- 62. You Need 10 *Different* Headlines! How to Spot the Unicorn?
- 63. Quiz: How Many Ad Headlines Do You See Here?
- 64. It’s The Same Ad (With Different Capitalization & Punctuation!!)
- 65. Use AdWords to Test Headlines
- 66. 80% of Sales Come from 10% of Offers! Most Businesses Just Need One Unicorn Ad and Corresponding Offer!
- 67. Use Facebook Ads to Raise Paid & Organic Search CTRs Larry’s #4 Marketing Hack
- 68. Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)
- 69. Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!)
- 72. Upload Your Customer List to Facebook Insights!
- 73. Use Google Analytics User Explorer to Gain Insights To Determine Target Market
- 75. Larry’s #3 Marketing Hack: Fix Your Facebook Organic Reach
- 76. User Browses Feed ML Algo Makes a Guess and Shows User an Update Did The User Engage with Post? Great. Next Time I See Status Updates Like This, I’ll show it to the user. Larry’s Greatly Simplified Facebook NewsFeed Diagram* *Note: Not Official Facebook Diagram. Rats. Next Time I See a status update like this, I’ll Try Something else.
- 77. How To Tell if Your Status Update is a Unicorn or Donkey? 1. Lots of stuff (organically) to Twitter 2. Post Top stuff from Twitter, to LinkedIn & Facebook 3. Pay to Promote the Unicorns on Facebook & Twitter!
- 78. The Same Stuff That Does Great in Search Tends To Also Do Great on Social Media
- 79. Larry’s #2 Marketing Hack: Paid Unicorn Boost with Facebook Ads
- 80. Facebook & Twitter Ads: Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1%
- 81. ** They Tend To Do Great in SEO and Paid Search, Too. The Same Campaigns That Do Great Organically Tend to Do Great in Paid Social
- 83. Larry’s Last PPC Ad Hack: Change Your Offer For Insanely Awesome CRO
- 84. 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)
- 85. Distribution Point Conversion Rate Vs. Average Comments AVERAGE 2.35% - DONKEYS TOP 25% 5.31% 2X AWESOME TOP 10% 11.45% 5X UNICORNS Donkeys vs. Unicorns Unicorns Convert 5x Better Than Donkeys
- 87. The Great A/B Testing Fairy Tale If We Change The.. • Font Type • Spacing • Button Color • Image • Text • Etc. “We’ll Get a 5% Increase in Conversions” CRO Guru
- 88. Ecommerce Example: Higher CTRs = Higher Conversion Rates
- 89. Picnic Pants* Drones Vs. CTR • Picnic Pants Drones • Conversion Rate
- 90. Worst thing you can do: Lipstick on a Donkey invisible noodles?
- 91. Your Current Offer A Completely Different, Better Offer Big vs. Little Changes Unicorn Hill Donkey Hill
- 92. Change Your Offer To Dramatically Increase Conversion Rates
- 94. What Does it All Mean? Engagement Rates?
- 95. 5 4 3 High Engagement Rate Campaigns Will Win 2017 AdWords QS Less ad space so more important than ever. SEO Rankings New Machine-Learning Algos Dramatically Reward High CTR listings. Organic Social Recover Some Organic Social Reach with High Engagement Posts. START/GO (Donkey Land)
- 96. 2 1 New ML-Systems Reward High Engagement Campaigns with Better Visibility & Lower Cost Paid Social Only Promote High Engagement Campaigns CONVERT Higher Engagement = Higher Conversions END/REPEAT (Unicorn Land)
- 97. They All Have High Engagement in Common Great SEO Great Paid/Organic Social Great CROGreat PPC
- 98. Be a Unicorn in a Sea of Donkeys!
- 99. a)Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week b)1-1 AdWords Assessment with AdWords Certified Consultant c)I don’t need help with my PPC •Special Offers