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PPC Peak Performance: The Definitive Adwords Audit Framework Forget everything you know, or think you know about auditing an AdWords account! In this presentation, you will hear concrete answers to the quintessential SEM question - How well are my PPC campaigns doing? - and provide concrete steps on what to do if they're underperforming. You will learn: Up To Date Competitive Benchmarks: What's a Good Click Through Rate? Conversion Rate? Quality Score? Cost per action? - This session will review easy ways to tell if you're beating the average or if your campaigns need work. Live Account Audits: To demonstrate the dramatic difference between succeeding and failing at paid search, a live audit of two real-world, competing AdWords accounts will take place. The 3 Key, Key Performance Metrics: There are thousands of key metrics in SEM. This session will show data which reveals the 3 metrics that track most closely to AdWords success, and why. Secrets of the Top 1% of AdWords Advertisers: In this session review ad copy and landing page tactics employed by the top 1% of most successful advertisers. Attendees will leave with a powerful new framework for auditing and troubleshooting PPC accounts.
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August 11–14, 2014
#CZLSF | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
PPC Peak Performance: The Definitive AdWords Audit FrameworkLarry KimWordStream, Inc.Founder & CTO
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Win This $25 Amazon Gift Card!
• Include the hashtag #CZLSF and me (@larrykim) in your tweets
• Prizes Awarded For Either …–Best Tip!–Funniest Tweet!
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
• Even the “Winner” is a Loser!Forest vs. Trees
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Today’s Agenda: PPC Audits• What’s a Good…
– Quality Score?– Click Through Rate?– Conversion Rate?– Cost Per Conversion?
• … and how to vastly improve on all of these metrics!
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
About Me• Founder of WordStream• Commander of the Quality
Score Rebellion• Had Kid 3 Months Ago
#ppckid
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Warning: Lots of Data Ahead!
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
What’s a Good Quality Score
(and Why Should You Care?)
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Avg. Quality Scores Are Falling
• Previously 7/10 was Average. Now 5/10.
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Quality Score Impacts Ad Position
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Quality Score Impacts Impression Share
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Quality Score Matters 2x More on Mobile
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Cost Per Conversion Greatly Impacted by QS
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
So.. Get a High Quality Score (Duh)
How is Quality Score Calculated?!
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
What’s a Good CTR?
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
QS is Your CTR vs. Expected CTR
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
But High QS Not Possible In My Industry!
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Real Estate Quality Scores
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Ecommerce Industry Quality Scores
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Finance Industry Quality Scores
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Crazy Hack To Raise Quality Scores
• Add 10% Branded Terms to Raise Account Average Quality Scores
• Delete the Bottom Third of Your PPC Account
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Example Crap Account
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Example Awesome Account
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Key Finding #1: They’re Downplaying QS
Quality Score Is a Helpful Diagnostic Tool, Not a Key Performance Indicator • Why: Your Quality Score is like a warning
light in a car’s engine that shows how healthy your ads and keywords are. It’s not meant to be detailed metric that should be the focus of account management
-- Source: bit.ly/qs-whitepaper
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
But Wait – What About This?!“QS is important in order for your ads to be successful … QS plays a key role in determining your ad's position and how much you'll pay for a click. In general, the more relevant your ad, the higher your QS – and the higher your QS, the better your position and the less you will have to pay for a click...Being successful with AdWords means getting your products or services in front of the people who are most likely to become your customers and a high Quality Score can help make that happen.”-- Source: What is AdWords Quality Score and Why Does It Matter?" from Google (2011)
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Remember: QS Graded on a Curve
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Key Finding #2 : They Were
Withholding Info
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
“Low CTR” = Losing PPC Strategy
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Quick Recap
• Below Avg. CTR = Low QS
• Low CTR ads:
• Have Lower Ad Positions (Fewer Clicks)
• Often don’t even get displayed
• Get penalized w/ up to 400% higher CPCs
• Have up to 64% higher cost per conversion
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
The High CTR Game for AdWords
• Be Very Picky. Bid on Only the Best Keywords and Get HIGH CTRs.
• Delete Junk Keywords (Bottom Third of your Account)
• Tip: Roll Up Quality Scores to the AdGroup, Campaign or Account Level by using Impression weighted averages
What’s a Good Click Through Rate(And How to RaiseYour CTR by 6x)
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Which Ad Wins?
Ad A
- 32,423 Impressions- 453 clicks (1.4% CTR)- Average Position: 2.8
Ad B
- 36,223 Impressions- 760 clicks (2.1% CTR)- Average Position: 3.0
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Trick Question! They Both Suck
• Neither ad is worth declaring a “Winner”.
• Not even the 2.1% CTR in the 3.0 Avg. Position.
• Why??
What’s a Good CTR These Days?
(You’d be surprised)
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Google Expects More Than Ever
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Lots of Variance!
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Under-Performing vs. Unicorns
Percentile Vs. Expected CTR
Name
Bottom 50% Below Expected CTR
Under-Performing Advertisers
Top 15% 2X Higher Awesome Advertisers
Top 5% 3x Higher Super Awesome Advertisers
Top 1% 6x Higher!! Unicorns!!!
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
@larrykim
Unicorns?! (6x Avg. CTR!)
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Ad Text Testing
• Same Story – 20% of Ads Generate 92% of Spend• 20% of Ads Generated 65% of Impressions• But CPA, CTR, and Conversion Rates vary
@larrykim, @perrymarshall
Hunting Unicorns
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
1. Keywords With High Commercial Intent
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
2. Dynamic Keyword Insertion (DKI)
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
2. DKI Doesn’t Produce As Many Unicorns
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
3. Ad Extensions Impact on Quality Scores
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
3. Ad Extensions Impact on Click Through Rate
How To Write “Unicorn” Ads
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Most Ads Suck.
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Ads That Trigger Emotional Response
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Versus…
You Need To Test 100 Ads To Find 1
Unicorn.
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Relative AbundanceName Percentile Relative
AbundanceVs. Expected CTR
Awesome Ads
Top 15% 1:6.7 2X Higher
Super Awesome Ads
Top 5% 1:20 3x Higher
Unicorns Top 1% 1:100 6x Higher!!
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
You’re Testing Fewer Ads Than You Think
It’s Not as Hard As You Think
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
The Bar is Very Low
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
5% of Ads Take 85% of Impressions
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
What’s a GoodConversion Rate? (And How to Improve Yours!)
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Average Conversion Rates
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Top 10% of Landing Pages Have 3-5x Higher Conversion Rates
Distribution Point
All accounts
Ecommerce Legal B2B Finance
Median Conversion Rate
2.35% 1.84% 2.07% 2.23% 5.01%
Top 25% Conversion Rate
5.31% 3.71% 4.12% 4.31% 11.19%
Top 10% Conversion Rate
11.45% 6.25% 6.46% 11.70% 24.48%
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Landing Page Unicorns?! (+3x Avg. Conversion Rate!)
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
The Great Landing Page Optimization Myth
• We Changed the: – Font Type– Spacing– Button Color– Image– Etc.
• We got a 5% Increase in Conversions!!*
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Typical Conversion Rate Optimization Test
• PTD- Premature Testing Dilemma (aka “Optimizatitis”)• The Early Lead Disappears!• We want to believe our hard work paid off but we are often deluding
ourselves…
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Conventional Landing Page Optimization is Over-Rated
• Small Changes Result In Small Changes• % Change You Think You Got is Probably
Just Noise
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Re-Arranging Deck Chairs on the Titanic
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Aim for 3-5x Increases Not 3-5%
What Do Landing Page Unicorns
Look Like?
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
1. Change Your Offer
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
The New Offer
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
How To Know If Your Offer Stinks
• 2% Conversion Rate or Less• Ask Your Prospects
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
2. Radically Change The Flow
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
New Registration Flow
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Mobile Changes The Flow
OMG a Call Button!!
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Call Extensions Radically Change Flow
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 Landing Page3. Lead Captured!!
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Try Eliminating Your Landing Pages
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Let Users Choose a Path
You Need To Try Out 10 Landing Pages To Find 1
Unicorn
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
This is the Same Landing Page
It’s Not as Hard As You Might Think
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
10% of Landing Pages Take 80% of Impressions
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Typical Small Biz Has Just 3 Landing Pages
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
No Automatic Benefit of Having Tons of Tons of Landing Pages
What’s a Good Cost Per Action?
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Avg. CPA’s By Industry
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Don’t Settle For Average!• Unicorn Ads Get 6x
higher CTR at 50% the Cost
• Unicorn Landing Pages Have 3-5x Higher Conversion Rates
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Summary:
• Just Say Now to Low CTR (and Low QS)• Forget Average, Find Your Unicorns!• Small Changes Result in Small Changes.
Think Big!
@larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Thank You #CLZSF
• Stop by the WordStream Booth Today!• Slides: bit.ly/czlsf
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