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Larry Kim's Presentation at ClickZ Live San Francisco August 2014

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PPC Peak Performance: The Definitive Adwords Audit Framework …

PPC Peak Performance: The Definitive Adwords Audit Framework

Forget everything you know, or think you know about auditing an AdWords account! In this presentation, you will hear concrete answers to the quintessential SEM question - How well are my PPC campaigns doing? - and provide concrete steps on what to do if they're underperforming. You will learn:

Up To Date Competitive Benchmarks: What's a Good Click Through Rate? Conversion Rate? Quality Score? Cost per action? - This session will review easy ways to tell if you're beating the average or if your campaigns need work.
Live Account Audits: To demonstrate the dramatic difference between succeeding and failing at paid search, a live audit of two real-world, competing AdWords accounts will take place.
The 3 Key, Key Performance Metrics: There are thousands of key metrics in SEM. This session will show data which reveals the 3 metrics that track most closely to AdWords success, and why.
Secrets of the Top 1% of AdWords Advertisers: In this session review ad copy and landing page tactics employed by the top 1% of most successful advertisers.

Attendees will leave with a powerful new framework for auditing and troubleshooting PPC accounts.

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  • 1. August 11–14, 2014 #CZLSF | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers PPC Peak Performance: The Definitive AdWords Audit Framework Larry Kim WordStream, Inc. Founder & CTO
  • 2. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Win This $25 Amazon Gift Card! • Include the hashtag #CZLSF and me (@larrykim) in your tweets • Prizes Awarded For Either … –Best Tip! –Funniest Tweet!
  • 3. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive • Even the “Winner” is a Loser!
  • 4. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Today’s Agenda: PPC Audits • What’s a Good… – Quality Score? – Click Through Rate? – Conversion Rate? – Cost Per Conversion? • … and how to vastly improve on all of these metrics!
  • 5. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive About Me • Founder of WordStream • Commander of the Quality Score Rebellion • Had Kid 3 Months Ago #ppckid
  • 6. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  • 7. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  • 8. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive What’s a Good Quality Score (and Why Should You Care?)
  • 9. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Avg. Quality Scores Are Falling • Previously 7/10 was Average. Now 5/10.
  • 10. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  • 11. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Quality Score Impacts Ad Position
  • 12. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Quality Score Impacts Impression Share
  • 13. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Quality Score Matters 2x More on Mobile
  • 14. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Cost Per Conversion Greatly Impacted by QS
  • 15. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  • 16. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive So.. Get a High Quality Score (Duh)
  • 17. How is Quality Score Calculated?!
  • 18. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive What’s a Good CTR?
  • 19. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive QS is Your CTR vs. Expected CTR
  • 20. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive But High QS Not Possible In My Industry!
  • 21. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Real Estate Quality Scores
  • 22. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Ecommerce Industry Quality Scores
  • 23. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Finance Industry Quality Scores
  • 24. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  • 25. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Crazy Hack To Raise Quality Scores • Add 10% Branded Terms to Raise Account Average Quality Scores • Delete the Bottom Third of Your PPC Account
  • 26. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Example Crap Account
  • 27. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  • 28. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Example Awesome Account
  • 29. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  • 30. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  • 31. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 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: bit.ly/qs-whitepaper
  • 32. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 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)
  • 33. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  • 34. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Remember: QS Graded on a Curve
  • 35. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  • 36. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Key Finding #2 : They Were Withholding Info
  • 37. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  • 38. “Low CTR” = Losing PPC Strategy
  • 39. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Quick Recap • Below Avg. CTR = Low QS • 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
  • 40. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive The High CTR Game for AdWords • Be Very Picky. Bid on Only the Best Keywords and Get HIGH CTRs. • Delete Junk Keywords (Bottom Third of your Account) • Tip: Roll Up Quality Scores to the AdGroup, Campaign or Account Level by using Impression weighted averages
  • 41. What’s a Good Click Through Rate (And How to Raise Your CTR by 6x)
  • 42. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Which Ad Wins? Ad A - 32,423 Impressions - 453 clicks (1.4% CTR) - Average Position: 2.8 Ad B - 36,223 Impressions - 760 clicks (2.1% CTR) - Average Position: 3.0
  • 43. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Trick Question! They Both Suck • Neither ad is worth declaring a “Winner”. • Not even the 2.1% CTR in the 3.0 Avg. Position. • Why??
  • 44. What’s a Good CTR These Days? (You’d be surprised)
  • 45. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Google Expects More Than Ever
  • 46. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Lots of Variance!
  • 47. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 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!!!
  • 48. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive @larrykim Unicorns?! (6x Avg. CTR!)
  • 49. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 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
  • 50. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 1. Keywords With High Commercial Intent
  • 51. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 2. Dynamic Keyword Insertion (DKI)
  • 52. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 2. DKI Doesn’t Produce As Many Unicorns
  • 53. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 3. Ad Extensions Impact on Quality Scores
  • 54. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 3. Ad Extensions Impact on Click Through Rate
  • 55. How To Write “Unicorn” Ads
  • 56. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Most Ads Suck.
  • 57. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Ads That Trigger Emotional Response
  • 58. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  • 59. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Versus…
  • 60. You Need To Test 100 Ads To Find 1 Unicorn.
  • 61. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 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!!
  • 62. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive You’re Testing Fewer Ads Than You Think
  • 63. It’s Not as Hard As You Think
  • 64. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive The Bar is Very Low
  • 65. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 5% of Ads Take 85% of Impressions
  • 66. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive What’s a Good Conversion Rate? (And How to Improve Yours!)
  • 67. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Average Conversion Rates
  • 68. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Top 10% of Landing Pages Have 3-5x Higher Conversion Rates 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%
  • 69. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Landing Page Unicorns?! (+3x Avg. Conversion Rate!)
  • 70. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive The Great Landing Page Optimization Myth • We Changed the: – Font Type – Spacing – Button Color – Image – Etc. • We got a 5% Increase in Conversions!!*
  • 71. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 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…
  • 72. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Conventional Landing Page Optimization is Over-Rated • Small Changes Result In Small Changes • % Change You Think You Got is Probably Just Noise
  • 73. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Re-Arranging Deck Chairs on the Titanic
  • 74. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Aim for 3-5x Increases Not 3-5%
  • 75. What Do Landing Page Unicorns Look Like?
  • 76. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 1. Change Your Offer
  • 77. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive The New Offer
  • 78. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive How To Know If Your Offer Stinks • 2% Conversion Rate or Less • Ask Your Prospects
  • 79. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 2. Radically Change The Flow
  • 80. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive New Registration Flow
  • 81. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Mobile Changes The Flow OMG a Call Button!!
  • 82. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Call Extensions Radically Change 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 Landing Page 3. Lead Captured!!
  • 83. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Try Eliminating Your Landing Pages
  • 84. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Let Users Choose a Path
  • 85. You Need To Try Out 10 Landing Pages To Find 1 Unicorn
  • 86. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  • 87. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive This is the Same Landing Page
  • 88. It’s Not as Hard As You Might Think
  • 89. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 10% of Landing Pages Take 80% of Impressions
  • 90. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Typical Small Biz Has Just 3 Landing Pages
  • 91. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  • 92. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive No Automatic Benefit of Having Tons of Tons of Landing Pages What’s a Good Cost Per Action?
  • 93. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Avg. CPA’s By Industry
  • 94. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Don’t Settle For Average! • Unicorn Ads Get 6x higher CTR at 50% the Cost • Unicorn Landing Pages Have 3-5x Higher Conversion Rates
  • 95. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Summary: • Just Say Now to Low CTR (and Low QS) • Forget Average, Find Your Unicorns! • Small Changes Result in Small Changes. Think Big!
  • 96. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Thank You #CLZSF • Stop by the WordStream Booth Today! • Slides: bit.ly/czlsf