A Growth Hacker’s Guide toSearch Engine Marketing

&

Brought to you by:

www.wordstream.com/learn

Larry KimFounder & CTO, WordStream

@larrykim

Meet The Experts

Sean EllisCEO, Qualaroo

Founder, GrowthHackers.com@Sean Ellis

#SEMhacks

Growth Hacking is…

#SEMhacks

Relentless improvement of any and all the growth levers at your disposal using experimentation and data.

Key Elements of Growth Hacking

#SEMhacks

Doubling Down

Persuasion Triggers

Relentless Improvement

Leveraging Emerging Exploits

All Used Growth Hacking Elements

#SEMhacks

Why Growth Hacking Matters to SEM

#SEMhacks

Growth hacking is about building and leveraging competitive edges.

Growth hacking goes beyond surface-level metrics to drive ultimate conversions.

Growth hacking looks outside of channel-specific tactics to create overall growth.

#SEMhacks

DOUBLING DOWNRequires Cutting & Focusing

Focus on

Quality Score

#SEMhacks

Impacts Ad Ranking

#SEMhacks

Impacts Cost Per Click

#SEMhacks

Impacts Impression Share

#SEMhacks

Impacts Cost Per Conversion

#SEMhacks

So … Get a High Quality Score

#SEMhacks

It’s Not All That Complicated…

#SEMhacks

Just Beat Expected CTR

#SEMhacks

Crazy PPC Strategy

• Delete the Bottom Third of Your PPC Account

• Move the Budget to Remarketing Instead

#SEMhacks

#SEMhacks

http://www.myconfinedspace.com/2009/07/11/star-wars-these-are-not-the-droids-youre-looking-for/star-wars-these-are-not-the-droids-youre-looking-for/

PERSUASION

TRIGGERSRequire Empathy

Write

Insane Ads

#SEMhacks

Most Ads Suck

#SEMhacks

Don’t Suck. Instead Write ‘Emotional’ Ads

#SEMhacks

This Ad Gets 6x Above Average CTR

#SEMhacks

Because Everyone Else Sucks …

#SEMhacks

These Emotions Make People Click

#SEMhacks

#SEMhacks

RELENTLESS

IMPROVEMENTMeans Constant Iteration

Use

Bid Multipliers

#SEMhacks

Segment By Time …

#SEMhacks

Location …

#SEMhacks

And Device …

#SEMhacks

Be Super Picky with Bid Multipliers!

#SEMhacks

#SEMhacks

LEVERAGING

EMERGING EXPLOITSWith Deep Systems Knowledge

Go Mobile

#SEMhacks

OMG! A Call Button.

#SEMhacks

Call Button Changes Everything

#SEMhacks

Calls to Businesses worth on Average 3x More Than Clicks to Websites!!

4. Captured

Lead

2. Calls

Business

2. Clicks On Ad

Desktop Search Conversion Funnel

3% Avg.

Conversion

Rate

Mobile Conversion Funnel

1. Sees Ad 1. Sees Ad

3. Visits Website

Landing Page3. Lead

Captured!!

Forget Mobile Sites…

#SEMhacks

Key Mobile Tip!

#SEMhacks

Desktop Search Conversion Funnel Mobile Conversion Funnel

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 3 5 7 9

Sear

ch Im

pre

ssio

n S

har

e

Ad Position

Search Impression share, by device

Desktop

Mobile

Tablet

Linear(Desktop)

Linear(Mobile)

Linear(Tablet)

Much less

likely to show

on mobile vs.

desktop

Gmail Ads

#SEMhacks

Subject Line & Teaser:

#SEMhacks

Desktop Search Conversion Funnel Mobile Conversion FunnelX-

Email Ad:

#SEMhacks

Desktop Search Conversion Funnel Mobile Conversion FunnelX-

YouTube Ads

#SEMhacks

Example Ads

#SEMhacks

Desktop Search Conversion Funnel Mobile Conversion FunnelX-

Hundreds of New Features / Year

#SEMhacks

www.wordstream.com/google-adwords www.wordstream.com/landing-page

Grade Your AdWords Account Grade Your AdWords Landing Pages

#SEMhacks

www.qualaroo.com/plans

Double the Length of Qualaroo’s Free Trial to 30 Days!

Get powerful insights from visitors to improve campaign and webinar performance.

#SEMhacks