Interactivity Digital presentation by Larry Kim of Wordstream

1. CONFIDENTIAL – DO NOT DISTRIBUTE
Remarketing Case Study:Remarketing Case Study:
The Secret Rocket Fuel ForThe Secret Rocket Fuel For
your Content Marketing andyour Content Marketing and
SEO EffortsSEO Efforts
Larry Kim, WordStream
Interactivity Digital 2013, Miami, Florida
May 16, 2013

2. Case Study: How I Generate Leads For My Business
• About WordStream and our Advertising Goals
• Making the Case for Remarketing
• My Approach
• The Results!
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3. About Me
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• Larry Kim (@larrykim)
– Been doing PPC & SEO for 13 Years!
– Started WordStream 5 years ago.
– Raised 16M in VC Funding
– 70 People / ~1000 Customers
– Today we’re an industry-leading provider of
The 20 Minute PPC Work Week and The
AdWords Grader

4. Organic Search Success?
• Blog Gets Approximately Half Million visitors / month
• Compound Monthly Growth Rate of Visits = 8.4%
CONFIDENTIAL – DO NOT DISTRIBUTE 4

5. How?
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6. SEO Success! (Or.. not?)
CONFIDENTIAL – DO NOT DISTRIBUTE 6

7. Problem 1: Low Visitor Engagement
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8. Problem 2: Low Conversion Rate
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Traffic Generation Activities
Customer Signup
Offer Sign Up
Key Challenge: The Conversion Rate from
Website Visitor to Offer Sign up was in the mid
single digits.

9. Problem 3: Virtually No Branded Searches
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10. So Actually, Situation is Really More Like …
CONFIDENTIAL – DO NOT DISTRIBUTE 10

11. The Case for Remarketing on Google Display
Network?
• Opportunity to …
– Turn abandoners into leads
– Increase Branded Searches
– Increase repeat visitor rates &
engagement
– Increase effectiveness of SEO &
Content Marketing?
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Users who have
visited your web site
Bring them back to
your website

12. Re-Engage With Previous Visitors
CONFIDENTIAL – DO NOT DISTRIBUTE 12
of people who visit a website
leave without completing
the actions marketers want them
to take
96%
Your Ad
Your Site
X
-
of people abandon their
shopping cart without
completing a purchase
70%

13. Google Display Network Reach in the US
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92% reach across millions of sites, videos and devices
Sites Games VideoFeeds MobileSocial media
Adsense publisher
network
• 204M visitors/month
• 92% of U.S. internet users
• 317B impressions/month
• Hundreds of comScore 1000
sites
Doubleclick ad
exchange
• Hundreds of premium
publishers, with hundreds of
millions of ad placements
available every day
Google O&O properties
YouTube
•1B+ video views/day
•2nd
largest search engine
•5% of all online time spent
Google sites
•Finance
•Blogger 8.1M
Display Network

14. Typical Reach of Remarketing…
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1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently
Of the typical remarketing
audience, find
Reach them on between As they visit 20 or more pages
on a typical day across
84%
…within a month
10-18 days
… or more out of the month
5-10 sites
… of which all pages and
sites have ad space available
to Google Display Network buyers

15. Audience Definition Strategy
• Funnel and Product Based List Segmentation
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16. WordStream’s Remarketing Ads
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• Ads that both reinforce WordStream brand
while driving to a conversion!

17. Results after 1 Year
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18. Impact on User Engagement
• Time on Site Increased from 1:33 to 4:35
(TRIPLED!!)

19. Impact on User Engagement
• New Visitor Rate Fell From 79.8% to 66.63%
• (Meaning, Visitors are actually returning)

20. Impact on Repeat Visitors
• Percentage of new visitors fell from 79.8% to 68.6%
• Meaning, people are way more likely to come back
now

21. WHAT? HOW?
• 43 Million Ad Impressions This Year So Far
• Cost Per Lead for Remarketing Campaigns: 10% Less
than our CPA for Google Search
• Site Conversion Rate up by 51%!!
• Display Ads = 50% of PPC Spend

22. Still Not Convinced?
CONFIDENTIAL – DO NOT DISTRIBUTE 22

23. Remarketing = Your Secret SEO Weapon
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24. Thank You #ID2013!
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Larry Kim (@larrykim)
lkim@wordstream.com