RLSA Will Save The Day

RLSA Will Save The Day

Larry Kim, FounderWordStream, Inc. SMX East, Sept. 29, 2016

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@larrykim

Clare: Need a cartoony unicorn main graphic (not this one). Rainbows, unicorns, a farm, a rocket, that kind of stuff.Brian: see other deck for SMX headers and footers and logos to use.#smx @smx @larrykim 1

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@larrykim

Brian: Can you use the Happy Birthday image. Also create a footer that uses SMX template logo, hashtag, twitter, etc.

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Google Search=Transformed DirectResponse Marketing!

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@larrykim

Brian: can you clean up text?The idea here is mind control (google lets you connect with people magically right when theyre looking to buy your stuff). 3

PPC Search Ads = Direct Conversion

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PPC Marketing 15 Years Ago

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Brian: Can you create a unicorn ad. For a Unicorn job site. Something like: Unicorn? Unemployed? UnicornJobs.com - #1 in Building Successful Careers. (get rid of better call saul, use the unicorn image).5

Direct Conversion= Unicorn of PPC Marketing

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Brian: We need a different style/color for the text call-outs .6

15 Years Later:Our PPC Unicorn Showing Signs of Sickness

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@larrykim

Brian: Clean up.

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1. PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED MARKETS!Source: Approx. 2500 WordStream Customers(Not official Google Data.)

DesktopTabletMobile

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@larrykim

Clare: Find a wealthy unicorn image. Get rid of monopoly guy.Brian: can you Clean up Chart? Call out Desktop, mobile, tablet in the chart somehow?8

2. Desktop Search Volumes Peaked3 Years Ago!

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@larrykim

Brian: Can you format this page a bit better: http://searchengineland.com/data-show-search-query-volumes-pc-peaked-2013-245663 (delete ads, make date and headline more prominent). As though were reading the website headline.9

3. Apps are Stealing Desktop Searches!

Mobile AppDesktop

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@larrykim

Brian: Could you edit this figure to ONLY show mobile App (light blue) and Desktop (black) eliminate mobile and smartphone app. Axis labels bolder / bigger. (the dates and percentages). I dont have the source of this file unfortunately.

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3. Conversion Rates Are Low & Going Nowhere

Search Conversion Rate DistributionMedian: 2.35%Top 25%: 5.31% and AboveTop 10%: 11.45% and AboveSHARE OF ALL ACCOUNTSSEARCH CONVERSION RATE. (WordStream Customer Data Not Official Google Data)

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@larrykim

Brian: Need a red thumbs down for the donkey.11

Biggest Strengthof PPC=Biggest Weaknessof PPC

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@larrykim

Brian can you clean up. Maybe move the text or break it up.12

Searchers Have *Already* Decided to Buy

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@larrykim

By the time someone does a search for stuff, theyve already decided to buy it. (they just dont know where to get it).Clare: can you find a better image?Brian: can you make it more obvious that the unicorn is searching for the Zumba DVD (like a cloud bubble around her head)13

Search Ads Dont Grow *New* Demand: Just Harvests Existing Market Demand.

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@larrykim

Brian: clean-up.Youre just harvesting existing demand for product/service. Not *creating* new demand among people who didnt know about your stuff. its different.14

How to make PPC Campaigns With More Ad ImpressionsHigher CTRsLower CPCsHigher Conversion Rates

Note: Looking for BIG gains (+5x Improvements) not tiny 5% changes here.

Unicorn Rainbow Inversion TherapyCures All Your PPC Advertising Issues

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@larrykim

Kind of a bummer. We need the opposite!Brian: clean up.

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7 Day Forecast: Sunny in Unicorn Land

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Remarketing Lists for Search Ads (RLSA) will Save The Day!

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@larrykim

Clare: need a heroic Unicorn image.

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3 Random facts about me

Make PPC Magical Again!

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@larrykim

Brian: Change badge to: The National PPC, Unicorns & Rainbow Foundation (NPURF)(it could be an ID card, or whatever doesnt have to be a badge).

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1. From Manitoba, Canada. The Polar Bear Capital of the World!!

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Actual Photos From Boston Last Winter

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2. Live in Harvard Square, Cambridge, MA

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WordStreams Headquarters

20082016

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3. Have a 2-year old Kid (#ppckid)

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Target search ads only to people who recently visited your site!

How Remarketing Lists for Search Ads (RLSA) Works

Users visit your site, get addedto your remarketing listShow them customized adswhen they search for your keywords on Google!

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@larrykim

Brian: this digram needs a step 1 and step 2. Also, the figures look terrible. Could you make the google search page look more like a search page.25

RLSA Search Ad CampaignsRegular (Non-RLSA) Search Ad CampaignsWe Ran Same Keywords, Bids, Budgets, Ads. What Happened?

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Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)

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Quality Score affects your CPC10Discounted by50.0%9Discounted by44.2%8Discounted by37.5%7Discounted by28.6%6Discounted by16.7%5Google benchmark4Increased by25.0%3Increased by67.3%2Increased by150.0%1Increased by400.0%

You SaveYou Pay

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@larrykim

Brian: Could you make this plain text rather than an flattened image. Use a donkey and unicorn image rather than happy face sad face.Clare: could you find a donkey and unicorn image to use.

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Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!)

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@larrykim

The Problem with RLSA: Low Search Volume

People unfamiliar with your brandPeople familiar with your brandRLSA only targetsthese usersRLSA Doesnt Target These Users (By Definition)

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@larrykim

Brian can you clean this up a bit?30

RLSATriples Click Through RatesCuts CPC in HalfTriples Conversion RatesCuts Impression Volume by 10x

Behold The Power of RLSA!!

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@larrykim

Brian: Turn into a checklist. The first 3 get green check marks. The 4th gets a big red X. Clare: Can you find a science Unicorn31

Bing Ads Says Use Search Remarketing in these 3 Ways:

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@larrykim

Brian the page is here: https://www.youtube.com/watch?v=ZBiisx_MUQ0 (2 minutes, 45 seconds)32

Google AdWords Says Do The Same 3 Things with RLSA

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@larrykim

Brian: can you clean up. The page is here: https://www.youtube.com/watch?v=vkOHdEx1PQY33

Using RLSA to Adjust Bids, Keywords and Ad Text?

Over-kill! (Not fully utilizing FULL potential of RLSA!)

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@larrykim

Brian: Can you make the bomb and laser weapon have RLSA on it?34

**For Ridiculously Competitive Markets And/or Small BudgetsNew Ways of Using RLSA**!!

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Only Spend on RLSA Campaigns. Forget Non-RLSA Search Campaigns

Larrys #1 RLSA Strategy:If Limited By Budget (Low Impression Share) Set Search Ad Budget = 100% RLSA.

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@larrykim

1. Dump Non-RLSA Search Ads2. Divert Budget to Cheaper Social/Display Ads To Drive RLSA Audience GrowthLarrys #2 RLSA Strategy: Divert Non RLSA Search Budgets to Cheaper Audience Growth Campaigns

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@larrykim

Brian, the charts dont have to be 100% precise as they are merely illustrations but can you re-do this in Powerpoint (not flattened excel). Im open to ways of simplifying this diagram.

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Solution: Fix RLSA Volume Issue By Dramatically Expanding Cookie Pools

Solution: make the smaller circle 100-1000x bigger for cheap!People unfamiliar with your brandPeople familiar with your brandRLSA only targetsthese usersRLSA Doesnt Target These Users (By Definition)

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@larrykim

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Two Quick Examples

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1. LovePop Cards:

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3-Dimensional Pop-Up Cards

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2) Kars4Kids

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Embed: https://www.youtube.com/watch?v=K8UV7SAhvG444

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@larrykim

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How Marketing REALLY WorksSTEP 1:Promote Inspirational / Memorable Content about Your Brand to your Target Market

STEP 2:People See The Ad, But Dont 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.

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@larrykim

Brian can you make this less dark. More fun?

Combine RLSA with New Demographic Bidding For SearchIntroducing Super RLSA

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@larrykim

Brian I just need a few scientific unicorns here. can you use this image?47

Demographic Bidding for Search Ads

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New: Demographic Bidding for Search Ads in AdWords

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Use Facebook Audience Insights To Determine Target Market & Adjust Bids Accordingly

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@larrykim

Behold The Awesome Power of SUPER-RLSADemographic Bidding=Theyre qualified buyers. Remarketing = They Recently Checked Out Your StuffKeyword Targeting = Theyre Searching To Buy Your Stuff NOW.Target a Narrow Audience That Meets all 3 Criteria with HIGH ENGAGEMENT UNICORNS = $$$

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@larrykim

Brian can you make this look nicer. Also change color scheme.

Demographic Bidding for Search Makes RLSA Even Better

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123(a) Promote Content to Target Market on the Cheap Using Display/Social Ads or PR StuntCREATEProduce memorable, inspirational contentAMPLIFYSelectively amplify top content via Social/Display Ads, PR Stunts or Broadcast MediaTAGBuild remarketing audiences by tagging site visitors with a cookieSTART/GO(Donkey Land)

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@larrykim

Brian can you lose the background and instead make it a path to unicorn land. Like a lord of the rings map.START: Donkey Land. END: Unicorn LandInstead of stars have hearts and rainbows. 53

546(b) Convert Viewers Into Customers with RLSARemarketingUser Remarketing Lists for Search Ads to get the saleFILTERApply behavioral and demographic filters on audienceCONVERTCapture qualified leads or saleEND/REPEAT(Unicorn Land)

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@larrykim

Have the end be unicorn land with rainbows and stuff.54

One Final Crazy Way To Use RLSA!Convince Your Partners and/or Competitors To Use RLSA!

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@larrykim

Need some way to visualize this.55

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People Searching for Luxury Cars

Expensive Clicks, Low Conversion Rates. Costs passed on to customers. All going after same keywords

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AdWords Auction Prices Directly Proportional To What The Next Advertiser is Willing To Pay!

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Each Dealer Goes After Their Respective Audience

Lower CPCs, Higher Conversion Rates for All!

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Most Effective Way to Split Up Search Inventory

Use Customer Match and RLSA to Stop Shooting Yourself in The Foot!

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What Does it All Mean?RLSA

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@larrykim

Brian can you make the unicorn think about RLSA? 61

Summary: My Three Crazy Ideas for RLSA1. RLSA-Only: Combine RLSA with Low-Cost Audience Driving Campaigns2. 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

How Marketing REALLY WorksSTEP 1:Promote Inspirational / Memorable Content about Your Brand to your Target Market

STEP 2:People See The Ad, But Dont 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

Brian can you make this less dark. More fun?

Be a Unicorn in a Sea of Donkeys!

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@larrykim

Need some way to visualize this.64

THANK YOU SMX and the Third Door Media Team!!

Brian: can you change the text to say Thank you SMX and Third Door Media Team!65