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The Top 10 PPC Marketing Hacks of All Time!Larry Kim, Founder/CTO, WordStreamFeb. 27, 2015
Three Things About Me (@larrykim)
1. Founder & CTO of WordStream
2. (Slightly) Obsessed with Quality Score
3. Had a Kid 9 Months Ago (#ppckid)
Larry Kim (@larrykim) #SEARCHFEST
Photos From My Commute from Boston This Morning
Larry Kim (@larrykim) #SEARCHFEST
#10. HackingQuality Score in AdWords
Understanding the AdWords Auction
How Quality Score Impacts Ad Position
• AdWords is Like Real Estate: It’s all about Location!
Larry Kim (@larrykim) #SEARCHFEST
Quality Score Impacts Cost Per Click
Larry Kim (@larrykim) #SEARCHFEST
Quality Score Impacts Impression Share
Larry Kim (@larrykim) #SEARCHFEST
Impression Share 2x More Competitive on Mobile
Larry Kim (@larrykim) #SEARCHFEST
Quality Score Impacts Cost Per Conversion
Larry Kim (@larrykim) #SEARCHFEST
So.. Get a High Quality Score!
Duh, Awesome!
Larry Kim (@larrykim) #SEARCHFEST
How is Quality Score Calculated?!
This is The Expected Click Through Rate Curve…
Larry Kim (@larrykim) #SEARCHFEST
Just Beat Account Avg. Expected Click Through Rate!!
Larry Kim (@larrykim) #SEARCHFEST
Quick Recap So Far …
• Below Avg. CTR = Low QS
• Low QS means…– Less prominent ad
positions– Very low impression
share– Huge CPC penalties
(+400% Tax)
– High Cost Per Conversion (+64%)
Larry Kim (@larrykim) #SEARCHFEST
# 9. Hacking Ad Click Through Rates
Google Expects (A Lot) More Of Your Ads
Larry Kim (@larrykim) #SEARCHFEST
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Forest vs. Trees
Here’s a Map of the Forrest…
Larry Kim (@larrykim) #SEARCHFEST
Donkeys vs. Unicorns
Percentile Vs. Average CTR Designation
Bottom 50% n/a DONKEYS
Top 15% 2x
Top 5% 3x
Top 1% 6x UNICORNS
Larry Kim (@larrykim) #SEARCHFEST
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Unicorns Ads(6x Avg. CTR - HOW?!)
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Hunting Unicorn Ads
Keywords With High Commercial Intent
Larry Kim (@larrykim) #SEARCHFEST
What About Dynamic Keyword Insertion? (DKI)
Larry Kim (@larrykim) #SEARCHFEST
DKI Doesn’t Produce as Many Unicorn Ads
Larry Kim (@larrykim) #SEARCHFEST
What About Ad Extensions?
Larry Kim (@larrykim) #SEARCHFEST
How To Write “Unicorn Ads”?
(Top 1%, 6x Average CTR)
Most Ads (+90%) Suck.
29Larry Kim (@larrykim) #SEARCHFEST
The Hack: Ads That Trigger Emotions
Larry Kim (@larrykim) #SEARCHFEST
This Ad Gets 6x Above Avg. CTR
Larry Kim (@larrykim) #SEARCHFEST
Because Everyone Else Sucks
Larry Kim (@larrykim) #SEARCHFEST
# 8. Quality Score for Twitter & Facebook Ads!
Leverage Quality Score in Social PPC!
Larry Kim (@larrykim) #SEARCHFEST
Higher Engagement Rates = Lower CPEs!
Larry Kim (@larrykim) #SEARCHFEST
Quality Score on Facebook, Too!
Larry Kim (@larrykim) #SEARCHFEST
Larry Kim (@larrykim) #SEARCHFEST
Paid Promotion Yields Organic Exposure
Larry Kim (@larrykim) #SEARCHFEST
# 7. People-Based PPC Marketing!
Facebook “People Advertising”
Larry Kim (@larrykim) #SEARCHFEST
Twitter “People Advertising”!
Larry Kim (@larrykim) #SEARCHFEST
The Hack: Think of PPC More Like Email Mktg.
Email Marketing
• Limit Number of Blasts To Reduce Unsubscribes
• 0.5-2% Unsubscribes Each Blast
• People Need To Opt Into Your List
• Tons of Unqualified Emails on the List
People Based Marketing
• N/A
• N/A
• N/A
• N/A
Larry Kim (@larrykim) #SEARCHFEST
Identity-Based Marketing Opens Up a TON of New
and Exciting PPC Advertising Use Cases!!
How Does Stuff Go “Viral”??
Larry Kim (@larrykim) #SEARCHFEST
Article Published Friday at 5PM EST
Larry Kim (@larrykim) #SEARCHFEST
Shared Story on My Social Media
Larry Kim (@larrykim) #SEARCHFEST
Promote to My List of Influencers
Larry Kim (@larrykim) #SEARCHFEST
Story Appeared in Marketing Land 2 Hours Later
Larry Kim (@larrykim) #SEARCHFEST
Exponential Growth
Key Takeaway:You need interesting content + influential people finding your stuff
Identity Mktg Increases Chance of Getting Noticed
WordStream Articles
# o
f S
oci
al
Sh
are
s
Larry Kim (@larrykim) #SEARCHFEST
WordStream Articles
# o
f S
oci
al
Sh
are
s
Identity Mktg Increases Chance of Getting Noticed
Larry Kim (@larrykim) #SEARCHFEST
Identity + User Demographics = $$$
Larry Kim (@larrykim) #SEARCHFEST
CONFIDENTIAL – DO NOT DISTRIBUTE 55
# 6. Quality Score for Google Display Network
A 0.1% +/- in CTR yields +/- 20% in CPC!
Quality Score Exists on Google Display Network!!
Higher CTR = Lower
CPC
Higher CTR = Lower
CPC
Larry Kim (@larrykim) #SEARCHFEST
The Hack: Make Display Ads With Very High CTR
Larry Kim (@larrykim) #SEARCHFEST
About Those “Display Ads”…
• 67.5% of Display Ads are Plain Text Ads!
Larry Kim (@larrykim) #SEARCHFEST
CTR of “Display Ads” Based on Ad Format
Ad Format on Google Display Network
Click Through Rate
Text ads that are formatted as Images
0.23%
True Image ads 0.31%
Larry Kim (@larrykim) #SEARCHFEST
Huge Tax on “Text Display Ads” vs. True Image Ads
Google Display Network Ad Format
CPC (USD)
Text $2.31
Custom Image $0.48
Larry Kim (@larrykim) #SEARCHFEST
Push Display Ads To Your Offers
Larry Kim (@larrykim) #SEARCHFEST
Do a Conversion Path Analysis
Define audience segments using the pages that most often lead to a conversion event
Larry Kim (@larrykim) #SEARCHFEST
Conversion Rates vs. Ad Impressions
Larry Kim (@larrykim) #SEARCHFEST
Conversion Rates Double With More Ad Impressions!
Push Display Ads to Content
Larry Kim (@larrykim) #SEARCHFEST
~5% of Blog Content Gets ~50% of Social Shares
Promote These Top 5% of Articles!!!
Larry Kim (@larrykim) #SEARCHFEST
These Emotions Make People Click on Things
Larry Kim (@larrykim) #SEARCHFEST
The Hack: Make Display Ads Look More Like Content
Larry Kim (@larrykim) #SEARCHFEST
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# 5. Get 3x More Impressions on Google Display Network
14 Display Ad Formats on GDN
• Vertical rectangle: 240 x 400• Mobile leaderboard: 320 x 50• Banner: 468 x 60• Leaderboard: 728 x 90• Square: 250 x 250• Small square: 200 x 200• Large rectangle: 336 x 280• Inline rectangle: 300 x 250• Skyscraper: 120 x 600• Wide skyscraper: 160 x 600• Half-page: 300 x 600• Etc.
Larry Kim (@larrykim) #SEARCHFEST
Different Ad Formats Don’t Compete With Each Other
Larry Kim (@larrykim) #SEARCHFEST
Diversify Your Ad Formats = 3x Impressions
Ad Format Share ofImpressions
Leader board (728 x 90) 25.5%Inline rectangle (300 x 250) 25.1%Banner (468 x 60) 12.0%Wide skyscraper (160 x 600) 10.1%Large Rectangle (336 x 280) 8.6%Mobile leaderboard (320 x 50) 7.4%Half-page (300 x 600) 4.3%Square (250 x 250) 2.8%
Larry Kim (@larrykim) #SEARCHFEST
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# 4. Crazy Mobile Hack to Triple Conversions
Mobile is Very Different…
OMG a Call Button!!
Larry Kim (@larrykim) #SEARCHFEST
Call Extensions Change Everything!!
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 Website Landing Page
3. Lead Captured!!
Larry Kim (@larrykim) #SEARCHFEST
Contact & Qualification Rate Evaporates Fast!
Larry Kim (@larrykim) #SEARCHFEST
Yet Mobile is Much Cheaper Than Desktop Clicks
Larry Kim (@larrykim) #SEARCHFEST
Forget Mobile Sites & Landing Pages!
Larry Kim (@larrykim) #SEARCHFEST
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# 3. New Gmail Ads!
Larry Kim (@larrykim)Larry Kim (@larrykim) #SEARCHFEST
Subject Line and Teaser …
Larry Kim (@larrykim) #SEARCHFEST
Email Ad!
Larry Kim (@larrykim) #SEARCHFEST
The Hack: Target Your Competitor’s Emails
Larry Kim (@larrykim) #SEARCHFEST
# 2. YouTube Trueview Ads
CONFIDENTIAL – DO NOT DISTRIBUTE 84
YouTube TrueView Ads!
Larry Kim (@larrykim) #SEARCHFEST
YouTube Ads Hack #1: Know Targeting Options
• Demographics: Age, gender, parental status.
• Topics: YouTube video or Google Display Network content targeted by category or sub-category.
• Interests: A few thousand categories of specific topics
• Affinity audiences: People with a strong interest in your brand, product, or service.
• In-market audiences: People in the process of buying something.
• Placements: Add unique websites or placements within those websites.
• Channels (YouTube Partner Channels)• Videos (YouTube Videos)• Sites on the Google Display Network
• Remarketing lists: Reach viewers based on their past interactions with your videos or YouTube channel or Website.
• Keywords: YouTube viewers’ search queries.
Larry Kim (@larrykim) #SEARCHFEST
YouTube Ads Hack #2: Test Going Longform
Larry Kim (@larrykim) #SEARCHFEST
YouTube Video Promotion = More Organic Visibility!
Larry Kim (@larrykim) #SEARCHFEST
# 1. First Mover Advantage
+1000 New Features Every Year!!
Larry Kim (@larrykim) #SEARCHFEST
+Post Ads for Google+
Larry Kim (@larrykim) #SEARCHFEST
My Google+ Story…
Larry Kim (@larrykim) #SEARCHFEST
Google+ Visibility Before and After!
AfterBefore
Larry Kim (@larrykim) #SEARCHFEST
The Top 10 PPC Hacks of All Time!
1. Say No to Low CTR in AdWords
2. Unicorn Ads Get +6x Average CTR
3. Exploit Quality Score for Twitter & Facebook
4. People Based PPC Marketing
5. QS on Google Display Network = Cheap Clicks
6. Make Display Ads Look Like Content
7. Triple Conversion Rate with Mobile
8. Get in People’s Gmail Inboxes!
9. YouTube Ads Boost SEO Traffic, Too.
10.Always be First Mover!
Larry Kim (@larrykim) #SEARCHFEST
You are Part of the Quality Score Rebellion … and a Traitor
Larry Kim (@larrykim) #SEARCHFEST
Thank You #SEARCHFEST!
@larrykim
Larry Kim (@larrykim) #SEARCHFEST