Totally Insane Techniques
Guaranteed to 3X Your CTR
Copyright 2015 WordStream, Inc. All rights reserved.
Larry Kim & Bryan Todd
07.16.2015LIVE WEBINAR
• 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?
Today’s Agenda!
@larrykim @perrymarshall
Speaker Introductions
Bryan Todd• Co-Author of The Ultimate Guide to Google Adwords• Provides AdWords & marketing advice & coaching at Perry
Marshall & Associates• "I’m the nicest guy you ever met"
Larry Kim (@larrykim)• Founder of WordStream and #ppckid.
• Been doing PPC & SEO for 10 Years!
• Provider of 20 Minute PPC Work Week
& AdWords Grader
• #1 PPC Expert According to PPC Hero!
@larrykim @perrymarshall
How Long Have You Been Using AdWords?
a) Less Than 1 Year
b) 1-2 Years
c) 3-5 Years
d) Over 5 Years
Poll Questions
@larrykim @perrymarshall
We changed the:
• Capitalization
• Punctuation
• Etc.
“We got a 2% increase in conversions!!”
The Great PPC Ad Text Otimization Fairy Tale!
@larrykim @perrymarshall
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.
Which Ad Wins?!
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• Neither ad is worth declaring a “Winner”.• Not even the 2.1% CTR in the 3.0 Avg. Position.• Why?
Trick Question! Both Ads Suck.
@larrykim @perrymarshall
Donkey vs. Unicorn Ads
Distribution Point Vs. Expected CTR Comments
Bottom 50% Below Expected CTR Donkeys
Top 15% 2x OK
Top 5% 3x Better
Top 1% 6x Unicorns
@larrykim @perrymarshall
4. Remarketing Lists for Search Ads (RLSA)
• Customize Ads To Users
Who Previously Visited Your
Site
• On Average:
– Doubles Click Through
Rates (Raises Quality
Score)
– Cuts CPC’s in Half!!
Relative Abundance
Name Percentile RelativeAbundance
Vs. ExpectedCTR
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!!
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• The calls from mobile traffic converted at a 3x higher rate than clicks to a website
• Mobile Ad Testing shouldbe based on call rate, notCTR or Conversion Rates
Calls are Worth More Than Clicks
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MobileConversion Funnel
1. Sees Ad
2. Calls Business
3. Lead Captured
No Leaky Landing Page!
Desktop Search Conversion Funnel
1. Sees Ad
2. Clicks On Ad
3. Visits Website Landing Page
4. Lead Captured 3% Average Conversion
Rate!
Golden Rule of Mobile Traffic: “Calls to Businesses are Worth +3x More Than Clicks to Websites”
Click To Call Is A Total Game Changer
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New Mobile Auto Ad Formats More Likely to Inspire Actions
Image Carousel
With Detailed Info
Call or Get Directions
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Mobile Ads to Compare and Buy Insurance Online
Expandable
Product Card
Call Local AgentDetailed Reviews
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A 0.1% +/- in CTR yields +/- 20% in CPC!
Higher CTR = Lower
CPC
Quality Score Exists on The Google Display Network
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67.5% of Display Ads are Actually Text Ads!
Most Display Ads Aren’t Even Image Ads
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67.5% of Display Ads are Actually Text Ads!
Use Actual Image Ads instead of Text Ads (duh)
Ad Format on Google Display Network
ClickThrough Rate
Text ads that are formatted as Images
0.23%
True Image ads 0.31%
WordStream Confidential
• Higher post engagement = higher Relevance Score
• Higher Relevance Score = More Impression Share and Lower Cost Per Engagement
“Relevancy Score” in Facebook Ads
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“Quality Adjusted Bid” in Twitter Ads Impacts Cost Per Engagement
1 Point Increase in Engagement Rate = 5% Decrease in Cost Per Engagement
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Twitter Ads: 1 Penny Per Retweet? YES
HIGHER ENGAGEMENT RATE= LOWER COST PER ENGAGEMENT
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Twitter Ads: Quality Adjusted Bids Impacts Impression Share
Fewer Ad Impressions Every Day!
A Quick Summary
1. Above Average CTR Keyword/Ads = Great Success.
2. Below Average CTR Keyword/Ads = Train Wreck3. Focus on Optimizations that Improve CTR by 3-
5 TIMES (not 3-5%)4. Quality Score / CTR Matters on Google Display
Network, Twitter Ads, Facebook Ads, too.5. Just Say No to Low CTR!
WordStream Confidential
Grade Your CTR & 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)
Larry Kim (@larrykim)WordStream Confidential
www.wordstream.com/google-adwords
Are You Interested in….
a.) Getting your AdWords Account Graded by Wordstream?
b.) A Free Trial of Wordstream Advisor
c.) Both
d.) Neither
Poll Question