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

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!)

70. Interests Targeting

71. Demographic Targeting

72. Upload Your
Customer List to
Facebook
Insights!

73. Use Google
Analytics User
Explorer to Gain
Insights To
Determine Target
Market

74. Even Twitter
Has Audience
Insights!

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

86. How to Turn
Conversion
Rate
Donkeys
into
Unicorns?

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