The Future of PPC Marketing in 2016 and Beyond

Paid search keeps getting more expensive, searches are moving to mobile where there are fewer ad slots, and conversion rates haven't moved in 15 years. Larry Kim, founder of WordStream, which manages half a billion dollars in ad spend for over 10,000 customers, explains why classic PPC only harvests demand that already exists, and where the next growth can come from.

You'll learn why Larry bets on paid social on Facebook and Twitter and on indirect conversions. He shows how relevance score works and why you should promote only your best content, which he calls "unicorns". He explains how to narrow targeting by behaviour, demographics and site visits, what Custom Audiences and lead ads are for, and how a $50 campaign got him an interview on Fox Business.