Download pdf - Totally Insane Techniques Guaranteed to 3X Your CTR [Webinar]

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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!


Take Part in Live Blogging on Twitter / Google+

Include the hashtag #wordstream in your Twitter tweets, Google+ status updates, etc.


Let’s learn a little about you….


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


Most of the Ad Testing Stuff You Read is CR*P


• 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.


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?


What’s a Good CTR?


Survey Methodology


• Even the “Winner” is a Loser!


Forest vs. Trees

Even the “Winning” Ad is a Loser!


Epiphany #2:

What’s a Good CTR?

What’s a Good Search CTR? (Account Avg. CTR’s)


But… Lots of Variance!


Winners vs. Losers


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


@larrykim

Unicorns?! (6x Avg. CTR!)

What Unicorns (Top 1%) Look Like


Epiphany #3:

Why Unicorns Matter

(How AdWords

Works)

How Quality Score Impacts Ad Position


How Quality Score Impacts Actual CPC


What’s an Average Quality Score? Around 5.1/10



Cost Per Conversion is Largely Based on QS


The Impact of Quality Score on Cost Per Conversion


Epiphany #4:

How is Quality Score

Really Calculated?

How is QS Really Calculated? Mostly CTR.


Relationship Between CTR and QS?


Epiphany #5:

It’s All Relative

What’s an Expected (or Average) CTR?


QS Based on Your CTR vs. Expected CTR!


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


2. Dynamic Keyword Insertion (DKI)


2. DKI Doesn’t Produce As Many Unicorns


3. Ad Extensions Impact on Quality Scores


3. Ad Extensions Impact on Click Through Rate


Epiphany #7

How To Write

“Unicorn” Ads

4. Most Ads Suck. Create Emotional Ads.

47

Creating “Emotional” Ads

Example

Larry Kim (@larrykim)

Versus…


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!!


Epiphany #9

You Need To Test

100 Ads To Find 1

Unicorn

You’re Not Testing as Many Ads as You Think…


Most Small Businesses are Lazy…


Epiphany #10

It’s Not as Hard As

You Think

85% of Impressions are From 5% of Ads


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


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


Average CPC’s by Industry and Network


Average Conversion Rates by Industry


Average CPA’s for Search & Display, by Industry


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.


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


http://www.wordstream.com/google-adwords

• 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


New: Leads & Landing Page Management Software

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@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


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

[email protected]

http://twitter.com/larrykim


mailto:[email protected]

http://twitter.com/larrykim