CONFIDENTIAL – DO NOT DISTRIBUTE 1
The Weirdest Intro to PPC Ever!
10+ Years of PPC Experience in
Just 40 Minutes
Larry Ki...
About Me
Larry Kim (@larrykim)
• Founder & CTO of WordStream
• Commander of the Google AdWords
Quality Score Rebellion
• H...
Today’s Agenda: Weirdest Intro to PPC Ever
1. How AdWords Really Works
2. Winning at AdWords the Weird Way
– Tips for Writ...
CONFIDENTIAL – DO NOT DISTRIBUTE 4
Pick the Red
or Blue Pill
The Rules of the
AdWords Game
Understanding the AdWords Auction
CONFIDENTIAL – DO NOT DISTRIBUTE 6
How Quality Score Impacts Ad Position
• AdWords is Like Real Estate: It’s all about
Location!
Larry Kim (@larrykim) #mnsea...
How is Quality
Score Actually
Calculated?
Google Expects WAY More of Your Ads!
Larry Kim (@larrykim) #mnsearch
QS is Based on Your CTR vs. Expected CTR!
Larry Kim (@larryim) #mnsearch
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) #mnsearch
How Does Quality
Score Impact Cost
Per Click?
How Quality Score Impacts Actual CPC
Larry Kim (@larrykim) #mnsearch
CONFIDENTIAL – DO NOT DISTRIBUTE 16
How Does Quality
Score Impact
Impressions?
Impression Share vs. Quality Score
• AdWords is Like Real Estate: It’s all about
Location!
Larry Kim (@larrykim) #wordstre...
How Does Ad
Position Impact
Conversion Rates?
Do Certain Ad Positions Convert Better??
Larry Kim (@larrykim)
Conv. Rate vs. Average Search Position
Larry Kim (@larrykim)
How Does Quality
Score Impact Cost
Per Action?
Cost Per Conversion Greatly Impacted by QS
Larry Kim (@larrykim) #mnsearch
The Impact of Quality Score on Cost Per Conversion
Larry Kim (@larrykim) #mnsearch
But High QS Not Possible In My Industry!
Larry Kim (@larrykim) #wordstream
B2B Industry Quality Scores
Larry Kim (@larrykim) #mnsearch
Finance Industry Quality Scores
Larry Kim (@larrykim) #mnsearch
Ecommerce Industry Quality Scores
Larry Kim (@larrykim) #wordstream
But Google Says Don’t Obsess Over QS!
Larry Kim (@larrykim) #wordstream
“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 dis...
The High CTR Game for AdWords
1. Be Very Picky. Bid on Only the Best
Keywords and Get HIGH CTRs.
2. Delete Junk Keywords (...
How To Write
Insanely
Great PPC Ads
What’s a Good CTR?
Larry Kim (@larrykim) #mnsearch
• Even the “Winner” is a Loser!
CONFIDENTIAL – DO NOT DISTRIBUTE 36
Your Best Ad Might Be Crap
Larry Kim (@larrykim) #mnsearch
How Great
Can My CTR Be??
(You’d be surprised)
Click Through Rate Varies A Lot!!
Larry Kim (@larrykim) #mnsearch
Some Ads Do 2x, 3x or 6x Above Avg!?
Larry Kim (@larrykim) #mnsearch
Under-Performing vs. Unicorns
Percentile Vs. Expected
CTR
Name
Bottom 50% Below Expected
CTR
Under-
Performing
Advertisers...
@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, ...
1. Keywords With High Commercial Intent
Larry Kim (@larrykim) #mnsearch
Does Dynamic
Keyword Insertion
Matter?
What is Dynamic Keyword Insertion?
Larry Kim (@larrykim) #mnsearch
2. Dynamic Keyword Insertion (DKI)
Larry Kim (@larrykim) #mnsearch
2. DKI Doesn’t Produce As Many Unicorns
Larry Kim (@larrykim) #mnsearch
Do Ad Extensions
Matter?
What Are “Ad Extensions”?
50
Larry Kim (@larrykim) #mnsearch
3. Ad Extensions Impact on Click Through Rate
Larry Kim (@larrykim) #mnsearch
3. Ad Extensions Impact on Quality Scores
Larry Kim (@larrykim) #mnsearch
How To Write
“Unicorn” Ads
4. Most Ads Suck. Create Emotional Ads.
54
Larry Kim (@larrykim) #mnsearch
Creating “Emotional” Ads
Larry Kim (@larrykim) #mnsearch
An Example:
Larry Kim (@larrykim) #mnsearch
Versus…
Larry Kim (@larrykim) #mnsearch
These Emotions Make Things Spread Online
Larry Kim (@larrykim) #mnsearch
Source: Buzzsumo
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
A...
You’re Not Testing as Many Ads as You Think…
Larry Kim (@larrykim) #mnsearch
It’s Not as Hard As
You Think
Most Small Businesses Aren’t That Active
Larry Kim (@larrykim) #wordstream #mnsearch
85% of Impressions are From 5% of Ads
Larry Kim (@larrykim) #mnsearch
Converting
Clicks Into
Leads
The Great Landing Page Optimization Fairy Tale
• We Changed the:
– Font Type
– Spacing
– Button Color
– Image
– Etc.
• We ...
Typical Conversion Rate Optimization Test
• PTD- Premature Testing Dilemma (aka
“Optimizatitis”)
– The Early Lead Disappea...
Conventional Landing Page Optimization is Over-Rated
• Small Changes Result in Small Changes
• The x% Increase you think y...
Re-Arranging Deck Chairs On the Titanic
Larry Kim (@larrykim) #mnsearch
What’s a Good
Conversion Rate?
What’s a Good Conversion Rate?
Larry Kim (@larrykim) #mnsearch
Unremarkable vs. Unicorns
Distribution Point Conversion Rate Vs Average Comments
Average 2.35% Unremarkable
Top 25% 5.31% ...
“top 10% of accounts have a CVR 3x average” rule
Larry Kim (@larrykim) #mnsearch
Distribution
Point
All accounts Ecommerce...
Aim For 2-5x Increases Not 2-5%!
Larry Kim (@larrykim) #mnsearch
@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 78
How to Know if your Offer Stinks
• Average or Below Average Conversion Rates
• Ask Your Customer!
CONFIDENTIAL – DO NOT DI...
2. Change The Flow.
Larry Kim (@larrykim) #mnsearch
2. New Flow: Registration At End
Larry Kim (@larrykim) #mnsearch
Changing the Flow: Let Them Choose
Larry Kim (@larrykim) #mnsearch
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 Hi...
Larry Kim (@larrykim)
This is the same landing page with different
spacing…
Larry Kim (@larrykim) #mnsearch
Again,
It’s Not as Hard AsYou
Think
80% of Traffic Goes to 10% of Landing Pages
Larry Kim (@larrykim) #mnsearch
The Bar for Landing Page Excellence is (Very) Low
Larry Kim (@larrykim) #mnsearch
You Don’t Need Dozens of Landing Pages…
Larry Kim (@larrykim) #mnsearch
But You Don’t Need Dozens of Landing Pages…
Larry Kim (@larrykim) #mnsearch
Understanding
Mobile PPC
Larry Kim (@larrykim)
Source: BIA/Kelsey
Larry Kim (@larrykim)
OMG a Call
Button!!
Larry Kim (@larrykim) #mnsearch
Call Extensions Radically Change The Flow!
Calls to Businesses worth on Average 3x More
Th...
Larry Kim (@larrykim)
No, You Don’t Need A Mobile Website!
Larry Kim (@larrykim) #mnsearch
Avg. CTR Drops Off VERY Fast on Mobile
Larry Kim (@larrykim) #mnsearch
Mobile Impression Share VERY Competitive
Converting
Traffic with
Remarketing
Typical Conversion Rates Are in Single Digits
of people who visit a website
leave without completing
the actions marketers...
How Remarketing Works
Larry Kim (@larrykim) #mnsearch
Typical Reach of Remarketing…
1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently
Of ...
Audience Definition Strategy
• Funnel and Product Based List Segmentation
Larry Kim (@larrykim) #mnsearch
WordStream’s Remarketing Ads
• Ads that both reinforce your brand while
driving to a conversion!
Larry Kim (@larrykim) #mn...
Impact on Repeat User Rate
• New Visitor Rate Fell From 79.8% to 66.63%
• (Meaning, Visitors are Now Returning)
Larry Kim ...
Impact on User Engagement
• Time on Site Increased from 1:33 to 4:35
(TRIPLED!!)
Larry Kim (@larrykim) #mnsearch
Remarketing = Your Secret Weapon
Larry Kim (@larrykim) #mnsearch
1. Delete Bottom Third of your Search Marketing
Campaigns (Worst Crap In Your Account)
2. Redeploy Budget to Remarketing!!...
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 th...
Thank You MNSearch & ThinkSEM!
Larry Kim (@larrykim) #mnsearch
Slides: bit.ly/mnsearch2014
MnSearch Summit - Session - Larry Kim - 10+ Years Of PPC Experience In Just 40 Minutes
MnSearch Summit - Session - Larry Kim - 10+ Years Of PPC Experience In Just 40 Minutes
MnSearch Summit - Session - Larry Kim - 10+ Years Of PPC Experience In Just 40 Minutes
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MnSearch Summit - Session - Larry Kim - 10+ Years Of PPC Experience In Just 40 Minutes

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In my presentation, I’ll share secrets about how AdWords works that even Google doesn’t want you to know. I’ll reveal new data-backed research on how AdWords really works, including how important metrics such as your CPC, ad position, and even your cost per conversion are calculated.
I’ll show you how in AdWords, there are winners and losers – and how great it is to be a winner vs. how terrible it is to be a loser. I’ll show how companies going after identical keywords in the same market can pay +/- 400% for the exact same click, and winners convert those clicks at 3-5x higher than average, and reveal the weird tactics that they use. Finally, we’ll translate all of these insights into unconventional PPC strategies to drive conversions up and costs down.

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  • Now guys just a quick warning here. I’ve got like 40 data-packed slides and just 15 minutes to go through them so try to keep up! After all, this is SMX advanced not SMX beginner.
  • Talk about how google makes it very hard for PPC spammers, too. Google shut down millions of spammy accounts year. All keywords/ads are graded with a quality score. The higher your quality score, the higher your ad ranking and lower your cost per click.
  • The first big change I’ve noticed is that Google expects way more performance from your ads. They’ve raised the bar in terms of the quality they expect from your ads. Here I’m showing some research into expected click through rates across a few thousand advertiser accounts and found that the average click through rates for any given ad position is much higher than you might expect -- and keeps trending even higher. So why should you care?
  • Done
  • Talk about how google makes it very hard for PPC spammers, too. Google shut down millions of spammy accounts year. All keywords/ads are graded with a quality score. The higher your quality score, the higher your ad ranking and lower your cost per click.
  • I’ve heard people say that it’s not possible to get high quality scores in your specific industry (as if google has a personal grudge against you and your industry). Keep in mind that quality score is based on beating an expected average click through rate for a given ad position. So by definition, in any industry, essentially around half of the accounts out there have above average quality scores, the other half don’t.
    To prove this, I recently segmented average quality scores by industry and found that in all industries, there were (surprise surprise) both high and low average quality scores for every industry!
  • For example, I looked at specifically at B2B companies (the purple dots in this graph) and found that the calculations used to determine their Quality Scores weren’t a heck of a lot different from any other industry.
  • What about Finance Companies – the yellow dots in the graph? surely google must be out to get wall street? Again, not a huge difference compared to other industries.
  • Same with Ecommerce companies – the orange dots in this graph. Again, their quality score calculations were very similar to every other industry out there. So if you hear anyone say that It’s not possible to get a high quality score – I think that could be a bit of a cop-out – the problem could be their strategy.
  • I’ve heard people say that it’s not possible to get high quality scores in your specific industry (as if google has a personal grudge against you and your industry). Keep in mind that quality score is based on beating an expected average click through rate for a given ad position. So by definition, in any industry, essentially around half of the accounts out there have above average quality scores, the other half don’t.
    To prove this, I recently segmented average quality scores by industry and found that in all industries, there were (surprise surprise) both high and low average quality scores for every industry!
  • Talk about the reasons why we thought that there could be a great opportunity here.
  • Talk about the process of defining different audiences based on where they visited on our website, so that we can message to them differently in our ads. Talk about how we didn’t have to use managed placements because we already have people visiting the site and we’re merely trying to convert them.
  • Describe how we target different ads to different audiences. Mention that even though there are ad builders available from google, we designed our own.
  • MnSearch Summit - Session - Larry Kim - 10+ Years Of PPC Experience In Just 40 Minutes

    1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1 The Weirdest Intro to PPC Ever! 10+ Years of PPC Experience in Just 40 Minutes Larry Kim, Founder/CTO, WordStream June 27, 2014
    2. 2. About Me Larry Kim (@larrykim) • Founder & CTO of WordStream • Commander of the Google AdWords Quality Score Rebellion • Had a Kid 7 Weeks Ago (#ppckid) Larry Kim (@larrykim) #wordstream
    3. 3. 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 Larry Kim (@larrykim)
    4. 4. CONFIDENTIAL – DO NOT DISTRIBUTE 4 Pick the Red or Blue Pill
    5. 5. The Rules of the AdWords Game
    6. 6. Understanding the AdWords Auction CONFIDENTIAL – DO NOT DISTRIBUTE 6
    7. 7. How Quality Score Impacts Ad Position • AdWords is Like Real Estate: It’s all about Location! Larry Kim (@larrykim) #mnsearch
    8. 8. How is Quality Score Actually Calculated?
    9. 9. Google Expects WAY More of Your Ads! Larry Kim (@larrykim) #mnsearch
    10. 10. QS is Based on Your CTR vs. Expected CTR! Larry Kim (@larryim) #mnsearch
    11. 11. What’s an Average Quality Score in 2014?
    12. 12. Avg. Quality Score Has Been Falling. • Today, average score is 5/10. Previously was 7/10! Larry Kim (@larrykim) #mnsearch
    13. 13. How Does Quality Score Impact Cost Per Click?
    14. 14. How Quality Score Impacts Actual CPC Larry Kim (@larrykim) #mnsearch
    15. 15. CONFIDENTIAL – DO NOT DISTRIBUTE 16
    16. 16. How Does Quality Score Impact Impressions?
    17. 17. Impression Share vs. Quality Score • AdWords is Like Real Estate: It’s all about Location! Larry Kim (@larrykim) #wordstream #mnsearch
    18. 18. How Does Ad Position Impact Conversion Rates?
    19. 19. Do Certain Ad Positions Convert Better?? Larry Kim (@larrykim)
    20. 20. Conv. Rate vs. Average Search Position Larry Kim (@larrykim)
    21. 21. How Does Quality Score Impact Cost Per Action?
    22. 22. Cost Per Conversion Greatly Impacted by QS Larry Kim (@larrykim) #mnsearch
    23. 23. The Impact of Quality Score on Cost Per Conversion Larry Kim (@larrykim) #mnsearch
    24. 24. But High QS Not Possible In My Industry! Larry Kim (@larrykim) #wordstream
    25. 25. B2B Industry Quality Scores Larry Kim (@larrykim) #mnsearch
    26. 26. Finance Industry Quality Scores Larry Kim (@larrykim) #mnsearch
    27. 27. Ecommerce Industry Quality Scores Larry Kim (@larrykim) #wordstream
    28. 28. But Google Says Don’t Obsess Over QS! Larry Kim (@larrykim) #wordstream
    29. 29. “Low CTR” = Losing PPC Strategy
    30. 30. 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) #mnsearch
    31. 31. 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) #mnsearch
    32. 32. How To Write Insanely Great PPC Ads
    33. 33. What’s a Good CTR? Larry Kim (@larrykim) #mnsearch
    34. 34. • Even the “Winner” is a Loser! CONFIDENTIAL – DO NOT DISTRIBUTE 36
    35. 35. Your Best Ad Might Be Crap Larry Kim (@larrykim) #mnsearch
    36. 36. How Great Can My CTR Be?? (You’d be surprised)
    37. 37. Click Through Rate Varies A Lot!! Larry Kim (@larrykim) #mnsearch
    38. 38. Some Ads Do 2x, 3x or 6x Above Avg!? Larry Kim (@larrykim) #mnsearch
    39. 39. 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) #mnsearch
    40. 40. @larrykim Ad Unicorns?! (6x Avg. CTR!)
    41. 41. 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
    42. 42. 1. Keywords With High Commercial Intent Larry Kim (@larrykim) #mnsearch
    43. 43. Does Dynamic Keyword Insertion Matter?
    44. 44. What is Dynamic Keyword Insertion? Larry Kim (@larrykim) #mnsearch
    45. 45. 2. Dynamic Keyword Insertion (DKI) Larry Kim (@larrykim) #mnsearch
    46. 46. 2. DKI Doesn’t Produce As Many Unicorns Larry Kim (@larrykim) #mnsearch
    47. 47. Do Ad Extensions Matter?
    48. 48. What Are “Ad Extensions”? 50 Larry Kim (@larrykim) #mnsearch
    49. 49. 3. Ad Extensions Impact on Click Through Rate Larry Kim (@larrykim) #mnsearch
    50. 50. 3. Ad Extensions Impact on Quality Scores Larry Kim (@larrykim) #mnsearch
    51. 51. How To Write “Unicorn” Ads
    52. 52. 4. Most Ads Suck. Create Emotional Ads. 54 Larry Kim (@larrykim) #mnsearch
    53. 53. Creating “Emotional” Ads Larry Kim (@larrykim) #mnsearch
    54. 54. An Example: Larry Kim (@larrykim) #mnsearch
    55. 55. Versus… Larry Kim (@larrykim) #mnsearch
    56. 56. These Emotions Make Things Spread Online Larry Kim (@larrykim) #mnsearch Source: Buzzsumo
    57. 57. You Need To Test 100 Ads To Find 1 Unicorn.
    58. 58. 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) #mnsearch
    59. 59. You’re Not Testing as Many Ads as You Think… Larry Kim (@larrykim) #mnsearch
    60. 60. It’s Not as Hard As You Think
    61. 61. Most Small Businesses Aren’t That Active Larry Kim (@larrykim) #wordstream #mnsearch
    62. 62. 85% of Impressions are From 5% of Ads Larry Kim (@larrykim) #mnsearch
    63. 63. Converting Clicks Into Leads
    64. 64. 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) #mnsearch
    65. 65. 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) #mnsearch
    66. 66. 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) #mnsearch
    67. 67. Re-Arranging Deck Chairs On the Titanic Larry Kim (@larrykim) #mnsearch
    68. 68. What’s a Good Conversion Rate?
    69. 69. What’s a Good Conversion Rate? Larry Kim (@larrykim) #mnsearch
    70. 70. 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) #wordstream
    71. 71. “top 10% of accounts have a CVR 3x average” rule Larry Kim (@larrykim) #mnsearch 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%
    72. 72. Aim For 2-5x Increases Not 2-5%! Larry Kim (@larrykim) #mnsearch
    73. 73. @larrykim Landing Page Unicorns?! (+3x Avg. Conversion Rate!)
    74. 74. What Do Landing Page Unicorns Look Like?
    75. 75. 1. Change The Offer Larry Kim (@larrykim) #wordstream
    76. 76. The New Offer: CONFIDENTIAL – DO NOT DISTRIBUTE 78
    77. 77. How to Know if your Offer Stinks • Average or Below Average Conversion Rates • Ask Your Customer! CONFIDENTIAL – DO NOT DISTRIBUTE 79
    78. 78. 2. Change The Flow. Larry Kim (@larrykim) #mnsearch
    79. 79. 2. New Flow: Registration At End Larry Kim (@larrykim) #mnsearch
    80. 80. Changing the Flow: Let Them Choose Larry Kim (@larrykim) #mnsearch
    81. 81. You Need To Try Out 10 Landing Pages To Find 1 Unicorn
    82. 82. 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)
    83. 83. Larry Kim (@larrykim)
    84. 84. This is the same landing page with different spacing… Larry Kim (@larrykim) #mnsearch
    85. 85. Again, It’s Not as Hard AsYou Think
    86. 86. 80% of Traffic Goes to 10% of Landing Pages Larry Kim (@larrykim) #mnsearch
    87. 87. The Bar for Landing Page Excellence is (Very) Low Larry Kim (@larrykim) #mnsearch
    88. 88. You Don’t Need Dozens of Landing Pages… Larry Kim (@larrykim) #mnsearch
    89. 89. But You Don’t Need Dozens of Landing Pages… Larry Kim (@larrykim) #mnsearch
    90. 90. Understanding Mobile PPC
    91. 91. Larry Kim (@larrykim) Source: BIA/Kelsey
    92. 92. Larry Kim (@larrykim) OMG a Call Button!!
    93. 93. Larry Kim (@larrykim) #mnsearch 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!!
    94. 94. Larry Kim (@larrykim) No, You Don’t Need A Mobile Website!
    95. 95. Larry Kim (@larrykim) #mnsearch Avg. CTR Drops Off VERY Fast on Mobile
    96. 96. Larry Kim (@larrykim) #mnsearch Mobile Impression Share VERY Competitive
    97. 97. Converting Traffic with Remarketing
    98. 98. 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) #mnsearch
    99. 99. How Remarketing Works Larry Kim (@larrykim) #mnsearch
    100. 100. 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) #mnsearch
    101. 101. Audience Definition Strategy • Funnel and Product Based List Segmentation Larry Kim (@larrykim) #mnsearch
    102. 102. WordStream’s Remarketing Ads • Ads that both reinforce your brand while driving to a conversion! Larry Kim (@larrykim) #mnsearch
    103. 103. Impact on Repeat User Rate • New Visitor Rate Fell From 79.8% to 66.63% • (Meaning, Visitors are Now Returning) Larry Kim (@larrykim) #mnsearch
    104. 104. Impact on User Engagement • Time on Site Increased from 1:33 to 4:35 (TRIPLED!!) Larry Kim (@larrykim) #mnsearch
    105. 105. Remarketing = Your Secret Weapon Larry Kim (@larrykim) #mnsearch
    106. 106. 1. Delete Bottom Third of your Search Marketing Campaigns (Worst Crap In Your Account) 2. Redeploy Budget to Remarketing!! Larry’s Crazy PPC Strategy!! Larry Kim (@larrykim) #mnsearch
    107. 107. 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) #mnsearch
    108. 108. Thank You MNSearch & ThinkSEM! Larry Kim (@larrykim) #mnsearch Slides: bit.ly/mnsearch2014
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