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CONFIDENTIAL – DO NOT DISTRIBUTE 1
The Weirdest Intro to PPC Ever!
10+ Years of PPC Experience in Just 50 Minutes
The Weirdest Intro to PPC Ever!
10+ Years of PPC Experience in Just 50 Minutes
Larry Kim, Founder/CTO, WordStreamJuly 28, 2014
Win a $25 Amazon Gift Card!!
• Include the hashtag #searchex and (@larrykim) in your tweets
• Prizes Awarded For Either:–Best Tip–Funniest Tweet
Larry Kim (@larrykim) #searchex
About Me
Larry Kim (@larrykim)• Founder & CTO of WordStream
• Commander of the Google AdWords Quality Score Rebellion
• Had a Kid 10 Weeks Ago (#ppckid)
Larry Kim (@larrykim) #searchex
Today’s Agenda: Weirdest Intro to PPC Ever
1. How AdWords Really Works
2. Winning at AdWords the Weird Way– Tips for Writing Killer Ads / Picking
Keywords– Tips for Writing Amazing Offers– User Context & Mobile Search– Converting Customers with Remarketing– Exciting New Features
Larry Kim (@larrykim) #searchex
CONFIDENTIAL – DO NOT DISTRIBUTE 5
Pick the Red or Blue Pill
The Rules of the AdWords Game
Understanding the AdWords Auction
CONFIDENTIAL – DO NOT DISTRIBUTE 7
How Quality Score Impacts Ad Position
• AdWords is Like Real Estate: It’s all about Location!
Larry Kim (@larrykim) #searchex
How is Quality Score
Calculated?
Google Expects WAY More of Your Ads!
Larry Kim (@larrykim) # searchex
QS is Based on Your CTR vs. Expected CTR!
Larry Kim (@larryim) #searchex
What’s an Average Quality Score in 2014?
Avg. Quality Score Has Been Falling.
• Today, average score is 5/10. Previously was 7/10!
Larry Kim (@larrykim) #searchex
How Does Quality Score
Impact Cost Per Click?
How Quality Score Impacts Actual CPC
Larry Kim (@larrykim) #searchex
CONFIDENTIAL – DO NOT DISTRIBUTE 17
How Does Quality Score
Impact Impressions?
Impression Share vs. Quality Score
• AdWords is Like Real Estate: It’s all about Location!
Larry Kim (@larrykim) #wordstream #searchex
How Does Ad Position Impact
Conversion Rates?
Do Certain Ad Positions Convert Better??
Larry Kim (@larrykim) #searchex
Conv. Rate vs. Average Search Position
Larry Kim (@larrykim) #searchex
How Does Quality Score
Impact Cost Per Action?
Cost Per Conversion Greatly Impacted by QS
Larry Kim (@larrykim) #searchex
The Impact of Quality Score on Cost Per Conversion
Larry Kim (@larrykim) #searchex
But High QS Not Possible In My Industry!
Larry Kim (@larrykim) #searchex
B2B Industry Quality Scores
Larry Kim (@larrykim) #searchex
Finance Industry Quality Scores
Larry Kim (@larrykim) #searchex
Ecommerce Industry Quality Scores
Larry Kim (@larrykim) #wordstream
But Google Says Don’t Obsess Over QS!
Larry Kim (@larrykim) #searchex
New Quality Score White Paper
Larry Kim (@larrykim) #wordstream
“Settling The Quality Score”?
Link To PDF File: http://bit.ly/qs-whitepaper
Larry Kim (@larrykim) #wordstream
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: New Google White Paper on Quality Score.
Larry Kim (@larrykim) #searchex
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)
Larry Kim (@larrykim) #searchex
CONFIDENTIAL – DO NOT DISTRIBUTE 35
Remember: Quality Score Graded on a Curve
Larry Kim (@larryim) #wordstream
CONFIDENTIAL – DO NOT DISTRIBUTE 37
“Low CTR” = Losing PPC Strategy
Quick Recap
1. Below Avg. CTR = Low QS
2. 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
Larry Kim (@larrykim) #searchex
The High CTR Game for AdWords
1. Be Very Picky. Bid on Only the Best Keywords and Get HIGH CTRs.
2. Delete Junk Keywords (Bottom Third of your Account)
Larry Kim (@larrykim) #searchex
How To WriteInsanely Great PPC Ads
What’s a Good CTR?
Larry Kim (@larrykim) #searchex
• Even the “Winner” is a Loser!
CONFIDENTIAL – DO NOT DISTRIBUTE 44
Your Best Ad Might Be Crap
Larry Kim (@larrykim) #searchex
How Great Can My CTR Be??
(You’d be surprised)
Click Through Rate Varies A Lot!!
Larry Kim (@larrykim) #searchex
Some Ads Do 2x, 3x or 6x Above Avg!?
Larry Kim (@larrykim) #searchex
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
Larry Kim (@larrykim) #searchex
@larrykim
Ad Unicorns?! (6x Avg. CTR!)
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
1. Keywords With High Commercial Intent
Larry Kim (@larrykim) #searchex
Does Dynamic Keyword Insertion Matter?
What is Dynamic Keyword Insertion?
Larry Kim (@larrykim) #searchex
2. Dynamic Keyword Insertion (DKI)
Larry Kim (@larrykim) #searchex
2. DKI Doesn’t Produce As Many Unicorns
Larry Kim (@larrykim) #searchex
Do Ad Extensions
Matter?
What Are “Ad Extensions”?
58Larry Kim (@larrykim) #searchex
3. Ad Extensions Impact on Click Through Rate
Larry Kim (@larrykim) #searchex
3. Ad Extensions Impact on Quality Scores
Larry Kim (@larrykim) #searchex
How To Write “Unicorn” Ads
4. Most Ads Suck. Create Emotional Ads.
62Larry Kim (@larrykim) #searchex
Creating “Emotional” Ads
Larry Kim (@larrykim) #searchex
An Example:
Larry Kim (@larrykim) #searchex
Versus…
Larry Kim (@larrykim) #searchex
You Need To Test 100 Ads To Find 1
Unicorn.
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) #searchex
You’re Not Testing as Many Ads as You Think…
Larry Kim (@larrykim) #searchex
It’s Not as Hard As You Think
Most Small Businesses Aren’t That Active
Larry Kim (@larrykim) #searchex
85% of Impressions are From 5% of Ads
Larry Kim (@larrykim) #searchex
Converting Clicks Into Leads
The Great Landing Page Optimization Fairy Tale
• We Changed the: – Font Type– Spacing– Button Color– Image– Etc.
• We got a 5% Increase in Conversions!!*
Larry Kim (@larrykim) #searchex
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…
Larry Kim (@larrykim) #searchex
Conventional Landing Page Optimization is Over-Rated
• Small Changes Result in Small Changes
• The x% Increase you think you got probably isn’t significant!
Larry Kim (@larrykim) #searchex
Re-Arranging Deck Chairs On the Titanic
Larry Kim (@larrykim) #searchex
What’s a Good Conversion Rate?
What’s a Good Conversion Rate?
Larry Kim (@larrykim) #searchex
Unremarkable vs. Unicorns
Distribution Point Conversion Rate Vs Average Comments
Average 2.35% Unremarkable
Top 25% 5.31% 2x Awesome
Top 10% 11.45% 3-5x Unicorns
Larry Kim (@larrykim) #aearchex
“top 10% of accounts have a CVR 3x average” rule
Larry Kim (@larrykim) #searchex
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%
Aim For 2-5x Increases Not 2-5%!
Larry Kim (@larrykim) #searchex
@larrykim
Landing Page Unicorns?! (+3x Avg. Conversion Rate!)
What Do Landing Page Unicorns
Look Like?
1. Change The Offer
Larry Kim (@larrykim) #wordstream
The New Offer:
CONFIDENTIAL – DO NOT DISTRIBUTE 85
How to Know if your Offer Stinks
• Average or Below Average Conversion Rates
• Ask Your Customer!
Larry Kim (@larrykim) #searchex
2. Change The Flow.
Larry Kim (@larrykim) #searchex
2. New Flow: Registration At End
Larry Kim (@larrykim) #searchex
Another Example of Changing The Flow
Larry Kim (@larrykim) #searchex
Changing the Flow: Let Them Choose
Larry Kim (@larrykim) #searchex
You Need To Try Out 10 Landing Pages To Find 1
Unicorn
Relative Abundance
Name Percentile Relative Abundance
Vs. Expected Conversion Rate
Awesome Landing Pages
Top 25% 1:4 2x Higher
Unicorns Top 10% 1:10 5x Higher!!
Larry Kim (@larrykim)
Larry Kim (@larrykim)
This is the same landing page with different spacing…
Larry Kim (@larrykim) #searchex
Again,It’s Not as Hard As
You Think
80% of Traffic Goes to 10% of Landing Pages
Larry Kim (@larrykim) #searchex
The Bar for Landing Page Excellence is (Very) Low
Larry Kim (@larrykim) #searchex
You Don’t Need Dozens of Landing Pages…
Larry Kim (@larrykim) #searchex
But You Don’t Need Dozens of Landing Pages…
Larry Kim (@larrykim) #searchex
Understanding Mobile PPC
Larry Kim (@larrykim)Source: BIA/Kelsey
Larry Kim (@larrykim)
OMG a Call Button!!
Larry Kim (@larrykim) #searchex
Call Extensions Radically Change The 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 Website Landing Page
3. Lead Captured!!
Larry Kim (@larrykim) #searchex
No, You Don’t Need A Mobile Website!
Larry Kim (@larrykim) #searchex
Avg. CTR Drops Off VERY Fast on Mobile
Larry Kim (@larrykim) #searchex
Mobile Impression Share VERY Competitive
Converting Traffic withRemarketing
Typical Conversion Rates Are in Single Digits
of people who visit a website leave without completing the actions marketers want them to take
~97%
Your Ad
Your Site
X-
of people abandon their shopping cart without completing a purchase
70%
Larry Kim (@larrykim) #searchex
How Remarketing Works
Larry Kim (@larrykim) #searchex
Typical Reach of Remarketing…
1. Reach 2. Frequency 3. DiversityOn various pagesReach more users
Reach them frequently
Of the typical remarketing audience, find
Reach them on between As they visit 20 or more pages on a typical day across
84%…within a month
10-18 days… or more out of the month
5-10 sites… of which all pages and
sites have ad space available to Google Display Network buyers
Larry Kim (@larrykim) #searchex
Audience Definition Strategy
• Funnel and Product Based List Segmentation
Larry Kim (@larrykim) #searchex
WordStream’s Remarketing Ads
• Ads that both reinforce your brand while driving to a conversion!
Larry Kim (@larrykim) #searchex
Impact on Repeat User Rate
• New Visitor Rate Fell From 79.8% to 66.63%
• (Meaning, Visitors are Now Returning)
Larry Kim (@larrykim) #searchex
Impact on User Engagement
• Time on Site Increased from 1:33 to 4:35 (TRIPLED!!)
Larry Kim (@larrykim) #searchex
Remarketing = Your Secret Weapon
Larry Kim (@larrykim) #searchex
+1000 AdWords Updates Per Year
Gmail Ads
#SEMhacks
Subject Line & Teaser:
#SEMhacks
Desktop Search Conversion Funnel Mobile Conversion FunnelX-
Email Ad:
#SEMhacks
Desktop Search Conversion Funnel Mobile Conversion FunnelX-
YouTube Ads
#SEMhacks
Example Ads
#SEMhacks
Desktop Search Conversion Funnel Mobile Conversion FunnelX-
Hundreds of New Features / Year
#SEMhacks
1. Delete Bottom Third of your Search Marketing Campaigns
2. Redeploy Budget to Remarketing and Other New Features
Crazy PPC Strategy!!
Larry Kim (@larrykim) #searchex
Summary: Weirdest Intro to PPC Ever
1. Just Say No to Low CTR!
2. Write Insane Ads that Get 3x Avg. CTR
3. Crazy Offers that Get 3x Conversion Rates
4. Use Mobile Search to Triple ROI
5. Convert Customers with Remarketing
Larry Kim (@larrykim) #searchex
Thank You Search Exchange!
Larry Kim (@larrykim) #searchex
Slides: bit.ly/searchex2014