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For more information, visit www.wordstream.com So, you've got an awesome product or service and breathtaking, targeted landing pages that are sure to convert. High five! Just one problem – people aren't clicking on your ads. Bummer. :( Could it be that your ads are boring? Creating compelling ads that urge the reader to click is absolutely crucial to the success of your AdWords and Bing pay-per-click campaigns. In this free webinar, WordStream's Founder & CTO Larry Kim will share ground-breaking research on 10,000+ PPC ads and divulge techniques guaranteed to triple your Click-Thru Rate. You'll learn: - Features of top-performing ads and how to follow suit - Precise impact of CTR on Quality Score, CPC, & CPA - Pitfalls of conventional A/B ad testing: you'll be shocked! - Insane ad testing techniques to send your CTR soaring! Check the webinar out now and arm yourself with tools to kick your CTR (and PPC campaign success) into hyperdrive!
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CONFIDENTIAL – DO NOT DISTRIBUTE 1
Larry Kim, Founder/CTO, WordStream
Today’s Agenda
• What’s a good Click-Through Rate?
• Why does CTR matter?
• Review: The Top 1% of PPC Ads
• What makes them tick?
• How can I replicate them?
• What does it all mean?
Larry Kim (@larrykim) #wordstream
Speaker Introductions
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 Years!
– Provider of 20 Minute PPC Work Week and AdWords Grader
– #1 PPC Expert According to PPC Hero!
Larry Kim (@larrykim) #wordstream
Take Part in Live Blogging on Twitter / Google+
Include the hashtag #wordstream in your Twitter tweets, Google+ status updates, etc.
Larry Kim (@larrykim) #wordstream
Let’s learn a little about you….
Larry Kim (@larrykim) #wordstream
Live-Poll Question
How Long Have You Been Using AdWords?
a) Less Than 1 Year
b) 1-2 Years
c) 3-5 Years
d) Over 5 Years
Larry Kim (@larrykim) #wordstream
Most of the Ad Testing Stuff You Read is CR*P
CONFIDENTIAL – DO NOT DISTRIBUTE 7
• Platitudes
• Bad Advice
• Dumb Examples
Your Doing PPC Wrong
The Ad Testing “Experts”
Are All Wrong
Warning: Lots of Data
Ahead!
Epiphany #1:
An Example
A/B Ad Test
Live Poll Question: Which Ad Wins?
a) Ad A – 32,423 Impressions
– 453 clicks (1.4% CTR)
– Average Position: 2.8
b) Ad B – 36,223 Impressions
– 760 clicks (2.1% CTR)
– Average Position: 3.0
Assumptions:
• Both ads were running during the same time period (last 7 days), ads “rotating” evenly on the Google Search Network.
Larry Kim (@larrykim) #wordstream
Trick Question! Both Ads Suck.
• Neither ad is worth declaring a “Winner”.
• Not even the 2.1% CTR in the 3.0 Avg. Position.
• Why?
Larry Kim (@larrykim) #wordstream
What’s a Good CTR?
Larry Kim (@larrykim) #wordstream
Survey Methodology
Larry Kim (@larrykim) #wordstream
• Even the “Winner” is a Loser!
CONFIDENTIAL – DO NOT DISTRIBUTE 15
Forest vs. Trees
Even the “Winning” Ad is a Loser!
Larry Kim (@larrykim) #wordstream
Epiphany #2:
What’s a Good CTR?
What’s a Good Search CTR? (Account Avg. CTR’s)
Larry Kim (@larrykim) #wordstream
But… Lots of Variance!
Larry Kim (@larrykim) #wordstream
Winners vs. Losers
Larry Kim (@larrykim) #wordstream
Junky vs. Unicorns
Percentile Vs. Expected CTR Name
Bottom 50% Below Expected CTR
“Junky Advertisers”
Top 15% 2X Higher Awesome Advertisers
Top 5% 3x Higher Super Awesome Advertisers
Top 1% 6x Higher!! Unicorns
Larry Kim (@larrykim) #wordstream
@larrykim
Unicorns?! (6x Avg. CTR!)
What Unicorns (Top 1%) Look Like
Larry Kim (@larrykim) #wordstream
Epiphany #3:
Why Unicorns Matter
(How AdWords
Works)
How Quality Score Impacts Ad Position
Larry Kim (@larrykim) #wordstream
How Quality Score Impacts Actual CPC
Larry Kim (@larrykim) #wordstream
What’s an Average Quality Score? Around 5.1/10
Larry Kim (@larrykim) #wordstream
CONFIDENTIAL – DO NOT DISTRIBUTE 29
Cost Per Conversion is Largely Based on QS
Larry Kim (@larrykim) #wordstream
The Impact of Quality Score on Cost Per Conversion
Larry Kim (@larrykim) #wordstream
Epiphany #4:
How is Quality Score
Really Calculated?
How is QS Really Calculated? Mostly CTR.
Larry Kim (@larrykim) #wordstream
Relationship Between CTR and QS?
Larry Kim (@larrykim) #wordstream
Epiphany #5:
It’s All Relative
What’s an Expected (or Average) CTR?
Larry Kim (@larrykim) #wordstream
QS Based on Your CTR vs. Expected CTR!
Larry Kim (@larrykim) #wordstream
Epiphany #6
Quality Score
Cracked.
Now What About
Those Unicorns?
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
1. Keywords With High Commercial Intent
Larry Kim (@larrykim) #wordstream
2. Dynamic Keyword Insertion (DKI)
Larry Kim (@larrykim) #wordstream
2. DKI Doesn’t Produce As Many Unicorns
Larry Kim (@larrykim) #wordstream
3. Ad Extensions Impact on Quality Scores
Larry Kim (@larrykim) #wordstream
3. Ad Extensions Impact on Click Through Rate
Larry Kim (@larrykim) #wordstream
Epiphany #7
How To Write
“Unicorn” Ads
4. Most Ads Suck. Create Emotional Ads.
47
Creating “Emotional” Ads
Example
Larry Kim (@larrykim)
Versus…
Larry Kim (@larrykim)
Epiphany #8
A Few Notes on
Effort…
Relative Abundance
Name Percentile Relative Abundance
Vs. 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!!
Larry Kim (@larrykim)
Epiphany #9
You Need To Test
100 Ads To Find 1
Unicorn
You’re Not Testing as Many Ads as You Think…
Larry Kim (@larrykim)
Most Small Businesses are Lazy…
Larry Kim (@larrykim)
Epiphany #10
It’s Not as Hard As
You Think
85% of Impressions are From 5% of Ads
Larry Kim (@larrykim)
Epiphany #11
A Note on Mobile Ads
Calls are Worth Way More Than Clicks
• The calls from mobile traffic converted
at a 3x higher rate than clicks to a
website
• Mobile Ad Testing should
be based on call rate, not
CTR or Conversion Rates
Larry Kim (@larrykim)
Epiphany #12
What Does It All
Mean? How to Scale
Your PPC
A Quick Recap
1. Above Average CTR Keyword/Ads = Great
Success.
2. Below Average CTR Keyword/Ads = Train Wreck
3. So … Delete the bottom third of your account
and re-deploy that spend to remarketing
Larry Kim (@larrykim)
Average CPC’s by Industry and Network
Larry Kim (@larrykim)
Average Conversion Rates by Industry
Larry Kim (@larrykim)
Average CPA’s for Search & Display, by Industry
Larry Kim (@larrykim)
Summary / Key Takeaways:
• What’s a Good CTR?
• How is Quality Score Calculated and Why Does it
Matter in Theory?
• Review: Unicorn account vs. Junk Account
• What Makes a Unicorn Tick – 5 Common
Ingredients and Workflow To Create Them
• What Does it all Mean: How to Modify your PPC
strategy for best results.
Larry Kim (@larrykim)
Special Thanks
• Perry Marshall (@perrymarshall)
– Author of the most popular AdWords book in the world.
– #1 author and world’s most-quoted consultant on Google Advertising
– Published thousands of articles on sales, marketing and technology
Grade Your Quality Score with The AdWords Grader!
• A free, instant PPC audit in under a minute!
• Grades your AdWords account performance based on the 8 PPC metrics that really matter
• Compares how you’re doing against other accounts of similar size (monthly spend)
www.wordstream.com/google-adwords
Larry Kim (@larrykim)
• We find all the low hanging
fruit in your account
• You just review / approve the
findings.
• Quick. Easy. Powerful.
• 20 Minutes a Week can
improve your ROI on
AdWords by 20% or more!™
WordStream’s
20 Minute PPC Work Week
www.wordstream.com/ppc-free-trial
Larry Kim (@larrykim)
New: Leads & Landing Page Management Software
www.wordstream.com/ppc-free-trial
@larrykim
Special Offers! Would you like…
a) A FREE live demo of WordStream PPC Advisor
b) Get a 1-on-1 AdWords Grader walk-through with a
PPC expert
c) Nothing at the moment
Larry Kim (@larrykim)
Your Questions
Thank you for attending
WordStream’s webinar!
Benchmark your AdWords account today!
http://www.wordstream.com/google-adwords
Or contact us directly:
Larry Kim
lkim@wordstream.com
http://twitter.com/larrykim
Larry Kim (@larrykim)
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