Home / Internet Marketing News / Larry Kim’s Approach to Personalizing PPC Campaigns [WEBINAR]

Larry Kim’s Approach to Personalizing PPC Campaigns [WEBINAR]

Ever receive an email with a broken merge field in the subject line?

“Hey {!FIRSTNAME}, I done goofed.”

It’s the ultimate personalization fail.

The marketer attempts to appeal to the prospect with a touch of personalization but accidentally reveals the secret to his magic trick. It’s jarring to say the least…

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The same goes for neglecting to personalize your pay-per-click campaigns.

If you’re not careful, your generic PPC ads could be creating jarring experiences for prospects. And a poor experience = a poor conversion rate.

74-percent-customers-hubspot-stat

The good news is that personalizing your PPC campaigns is easier than it’s ever been, thanks to a slew of recently released AdWords features. And in our latest webinar, Larry Kim of WordStream shared five of his favorite PPC personalization tactics — magic tricks that won’t make you pull your hare out.

Watch the full webinar here, or read on for a sneak preview of the tip Larry called “the most interesting AdWords feature in the last 10 years.”

A Customer Match made in heaven

As Larry explained in the webinar, we’re living in the golden era of personalized PPC marketing. For the first time in the history of advertising, you can target ads based on identity.

What is this witchcraft, you ask?

A little AdWords feature called Customer Match, which lets you upload a list of customer email addresses that you grab from from your email automation platform Then, when prospects are signed into Google Search, YouTube or Gmail (which according to Larry is about 50% of the time), you can serve them up an ad that relates to the list they were in.

Have a list of prospects who you opted into an offer for a PPC ebook?

Upload that list into AdWords and serve them up an ad about a related offering, already knowing that they’re into learning about PPC.

The magic of identity-based targeting

Customer Match works so well because you’re not blanket messaging strangers — you’re targeting people who are already familiar with your brand.

But Larry explained that the real magic happens when you couple Customer Match with more advanced email marketing segmentation.

Most marketers already use email marketing to reach out to specific lists of people who correspond with different stages of their marketing funnel: leads, recurring customers, recent purchasers, expired warranties…

ecommerce-audience-email-segmentations

Larry suggested taking those same email segmentations and uploading them into Google Adwords as separate audiences.

From there, he explained, you can leverage existing segmentations and offers by sending complementary, hyper-targeted paid advertisements.

The result is usually pretty incredible. Check out this example from one of Larry’s customers, where they were using different targeting mechanisms for the same keywords:

roi-targeting-only-customer-match

The Customer Match campaign (“Email” in the first column) is generating a $9.43 ROI — significantly higher ROI than any other of the targeting mechanisms.

And it’s not only about the return on ad spend. Larry has found that Customer Match can result in conversion rates triple that of a generically targeted campaign:

conversion-rate-of-non-targeted-campaign

Not too shabby, right?

…So what’s the catch?

Thinking this seems too good to be true? Well yeah, there is a catch.

Larry explained that your conversion volume is going to be low — you are cherry-picking your leads, after all.

lower-conversion-volume-for-customer-match

So to be clear, Larry isn’t advocating that you shut off your primary drivers of conversion volume in favor of this type of cherry-picking. But he is recommending that you experiment with capturing these rare and beautiful clicks.

And if you thirst for more…

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Take it a step further with Similar Audiences

Google has this other really snazzy feature called Similar Audiences which can help you expand your reach by leveraging the success of Customer Match.

In a nutshell, Google looks at the behavior, demographics and search patterns of your Customer Match audiences and finds similar people for you to reach out to. It’s an easy way to go after a larger audience of people without having to say goodbye to those sweet CPCs and conversion rates.

Go forth and personalize

Customer Match is really only the tip of the iceberg when it comes to personalizing your PPC campaigns.

There’s so much more you can be doing to make your prospects feel like you get where they’re coming from and that you’ve got a custom-tailored solution for their problems.

…In fact, Customer Audiences were one of five tips that Larry shared on the webinar.

If you want to get real up-close-and-personal with prospects, you’ll want to hear the rest of what Larry had to say on the webinar. You can watch the recording here:

unbounce-blog-cta-webinar-recording-larry-kim-FINAL

(Psst. For a tutorial on using Customer Match in your PPC Campaigns check out the AdWords support article here.)

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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5 Key Traits of the Best B2B Influencers

Traits B2B Influencers

Traits B2B Influencers

Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it's just not the only thing.

As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

B2B Marketing Influencers

The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

The 5 Ps of B2B Influence

Proficiency - In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

Popularity - While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

Personality - If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

Publishing - Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

Promotion - The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It's important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It's important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

When there’s 5P alignment, there's happiness: for customers, influencers and your B2B brand.

The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog - TopRank®.

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