CONFIDENTIAL – DO NOT DISTRIBUTE 1
Debunking AdWords Myths
and Other Dogma
Larry Kim, Founder/CTO, WordStream
June 12, 201...
Win a $25 Amazon.com Gift Certificate!!
• Include @larrykim and #smx in
your tweets so I can find them
• Funniest Tweet & ...
What’s a Low CTR Strategy?
a) “Broader Keywords” –
Navigational/Informational/
Ambiguous Intent (e.g.:
“Web Development”)
...
CONFIDENTIAL – DO NOT DISTRIBUTE 5
Pick the Red
or Blue Pill
Warning:
Data Ahead!
Low CTR Used to Generate High Profits!
• Google Has
Changed
• Old Strategies
Need to be
Revisited!
Larry Kim (@larrykim) #...
Google Expects WAY More of Your Ads!
Larry Kim (@larrykim) #wordstream
Quality Score Based on Beating Expected CTR!
Larry Kim (@larrykim) #wordstream
Google Has Changed How Ad Auction Works
• Today, average score is 5/10. Previously was 7/10
Larry Kim (@larrykim) #wordstr...
CONFIDENTIAL – DO NOT DISTRIBUTE 10
CONFIDENTIAL – DO NOT DISTRIBUTE 11
Low Quality Score Penalty on CPC is Brutal
Impression Share vs. Quality Score
Larry Kim (@larrykim) #wordstream
But High QS Not Possible In My Industry!
Larry Kim (@larrykim) #wordstream
B2B Industry Quality Scores
Larry Kim (@larrykim) #wordstream
Finance Industry Quality Scores
Larry Kim (@larrykim) #wordstream
Ecommerce Industry Quality Scores
Larry Kim (@larrykim) #wordstream
Why Cost Per Click Matters
Larry Kim (@larrykim) #wordstream
But Position 3 Converts Better for Me!!
Larry Kim (@larrykim) #wordstream
Conv. Rate vs. Average Search Position
Larry Kim (@larrykim) #wordstream
But My High CTR Ads Have High CPAs!
Larry Kim (@larrykim) #wordstream
How Do I Raise My Conversion Rates?!
Larry Kim (@larrykim) #wordstream
@larrykim
Landing Page Unicorns?!
(+3x Avg. Conversion Rate!)
1. Change The Offer
Larry Kim (@larrykim) #wordstream
The New Offer:
Larry Kim (@larrykim) #wordstream
Epiphany:
Low QS
Keywords Kill
Your Account
Example Crap Account
Larry Kim (@larrykim) #wordstream
Larry Kim (@larrykim) #wordstream
OMG – Where Are My High QS Keywords!!
Example Awesome Account
Larry Kim (@larrykim) #wordstream
Even Low CTR Keywords Get High QS!!!
Larry Kim (@larrykim) #wordstream
But I REALLY NEED my Low CTR Keywords!
–Use RLSA!
–Informal Google
Analysis of Regular
Search Ads vs. RLSA
Search Ads:
• 2...
So How The Heck do I Scale Paid Search?
Larry Kim (@larrykim) #wordstream
Quick Recap
1. Above Average CTR
Keyword/Ads = Great
Success.
2. Below Average CTR
Keyword/Ads = Train Wreck
3. So … Delet...
Average CPA’s for Search & Display, by Industry
Larry Kim (@larrykim) #wordstream
A Quick Note On Averages!
Larry Kim (@larrykim) #wordstream
Summary
• It’s hard to win at
AdWords with
Below Avg. CTRs
• Look to Display
Remarketing to
Scale AdWords
Campaigns
Larry ...
THANK YOU SMX!!
Download Slides From Here:
http://bit.ly/just-say-no-to-low-ctr
Let’s Connect! (lkim@wordstream.com)
• Lin...
Debunking AdWords Myths and Other Dogma by Larry Kim
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Debunking AdWords Myths and Other Dogma by Larry Kim

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Smx Advanced 2014 Session #Smx #23B - Amazing Paid Search Tactics & Toolspresentation Debunking Adwords Myths And Other Dogma By Larry Kim @Larrykim Of Wordstream

For more articles by Larry Kim visit http://marketingland.com

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Debunking AdWords Myths and Other Dogma by Larry Kim

  1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1 Debunking AdWords Myths and Other Dogma Larry Kim, Founder/CTO, WordStream June 12, 2014 @larrykim
  2. 2. Win a $25 Amazon.com Gift Certificate!! • Include @larrykim and #smx in your tweets so I can find them • Funniest Tweet & Best Tip Larry Kim (@larrykim) #wordstream
  3. 3. What’s a Low CTR Strategy? a) “Broader Keywords” – Navigational/Informational/ Ambiguous Intent (e.g.: “Web Development”) b) “Fewer Clicks” – Discouraging people from clicking on ads, or going after lower ad positions Larry Kim (@larrykim) #wordstream
  4. 4. CONFIDENTIAL – DO NOT DISTRIBUTE 5 Pick the Red or Blue Pill Warning: Data Ahead!
  5. 5. Low CTR Used to Generate High Profits! • Google Has Changed • Old Strategies Need to be Revisited! Larry Kim (@larrykim) #wordstream
  6. 6. Google Expects WAY More of Your Ads! Larry Kim (@larrykim) #wordstream
  7. 7. Quality Score Based on Beating Expected CTR! Larry Kim (@larrykim) #wordstream
  8. 8. Google Has Changed How Ad Auction Works • Today, average score is 5/10. Previously was 7/10 Larry Kim (@larrykim) #wordstream
  9. 9. CONFIDENTIAL – DO NOT DISTRIBUTE 10
  10. 10. CONFIDENTIAL – DO NOT DISTRIBUTE 11 Low Quality Score Penalty on CPC is Brutal
  11. 11. Impression Share vs. Quality Score Larry Kim (@larrykim) #wordstream
  12. 12. But High QS Not Possible In My Industry! Larry Kim (@larrykim) #wordstream
  13. 13. B2B Industry Quality Scores Larry Kim (@larrykim) #wordstream
  14. 14. Finance Industry Quality Scores Larry Kim (@larrykim) #wordstream
  15. 15. Ecommerce Industry Quality Scores Larry Kim (@larrykim) #wordstream
  16. 16. Why Cost Per Click Matters Larry Kim (@larrykim) #wordstream
  17. 17. But Position 3 Converts Better for Me!! Larry Kim (@larrykim) #wordstream
  18. 18. Conv. Rate vs. Average Search Position Larry Kim (@larrykim) #wordstream
  19. 19. But My High CTR Ads Have High CPAs! Larry Kim (@larrykim) #wordstream
  20. 20. How Do I Raise My Conversion Rates?! Larry Kim (@larrykim) #wordstream
  21. 21. @larrykim Landing Page Unicorns?! (+3x Avg. Conversion Rate!)
  22. 22. 1. Change The Offer Larry Kim (@larrykim) #wordstream
  23. 23. The New Offer: Larry Kim (@larrykim) #wordstream
  24. 24. Epiphany: Low QS Keywords Kill Your Account
  25. 25. Example Crap Account Larry Kim (@larrykim) #wordstream
  26. 26. Larry Kim (@larrykim) #wordstream OMG – Where Are My High QS Keywords!!
  27. 27. Example Awesome Account Larry Kim (@larrykim) #wordstream
  28. 28. Even Low CTR Keywords Get High QS!!! Larry Kim (@larrykim) #wordstream
  29. 29. But I REALLY NEED my Low CTR Keywords! –Use RLSA! –Informal Google Analysis of Regular Search Ads vs. RLSA Search Ads: • 2.5x Avg. CTR, • ½ Avg. CPC • ~1.5x higher Quality Score. Larry Kim (@larrykim) #wordstream
  30. 30. So How The Heck do I Scale Paid Search? Larry Kim (@larrykim) #wordstream
  31. 31. 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 Larry Kim (@larrykim) #wordstream
  32. 32. Average CPA’s for Search & Display, by Industry Larry Kim (@larrykim) #wordstream
  33. 33. A Quick Note On Averages! Larry Kim (@larrykim) #wordstream
  34. 34. Summary • It’s hard to win at AdWords with Below Avg. CTRs • Look to Display Remarketing to Scale AdWords Campaigns Larry Kim (@larrykim) #wordstream
  35. 35. THANK YOU SMX!! Download Slides From Here: http://bit.ly/just-say-no-to-low-ctr Let’s Connect! (lkim@wordstream.com) • Linkedin: https://www.linkedin.com/in/larrykim • Twitter: @larrykim • G+: +larrykim1 Larry Kim (@larrykim) #wordstream
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