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

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

  1. 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. 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. 3. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive • Even the “Winner” is a Loser!
  4. 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. 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. 6. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  7. 7. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  8. 8. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive What’s a Good Quality Score (and Why Should You Care?)
  9. 9. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Avg. Quality Scores Are Falling • Previously 7/10 was Average. Now 5/10.
  10. 10. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  11. 11. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Quality Score Impacts Ad Position
  12. 12. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Quality Score Impacts Impression Share
  13. 13. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Quality Score Matters 2x More on Mobile
  14. 14. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Cost Per Conversion Greatly Impacted by QS
  15. 15. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  16. 16. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive So.. Get a High Quality Score (Duh)
  17. 17. How is Quality Score Calculated?!
  18. 18. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive What’s a Good CTR?
  19. 19. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive QS is Your CTR vs. Expected CTR
  20. 20. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive But High QS Not Possible In My Industry!
  21. 21. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Real Estate Quality Scores
  22. 22. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Ecommerce Industry Quality Scores
  23. 23. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Finance Industry Quality Scores
  24. 24. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  25. 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. 26. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Example Crap Account
  27. 27. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  28. 28. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Example Awesome Account
  29. 29. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  30. 30. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  31. 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. 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. 33. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  34. 34. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Remember: QS Graded on a Curve
  35. 35. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  36. 36. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Key Finding #2 : They Were Withholding Info
  37. 37. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  38. 38. “Low CTR” = Losing PPC Strategy
  39. 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. 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. 41. What’s a Good Click Through Rate (And How to Raise Your CTR by 6x)
  42. 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. 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. 44. What’s a Good CTR These Days? (You’d be surprised)
  45. 45. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Google Expects More Than Ever
  46. 46. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Lots of Variance!
  47. 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. 48. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive @larrykim Unicorns?! (6x Avg. CTR!)
  49. 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. 50. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 1. Keywords With High Commercial Intent
  51. 51. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 2. Dynamic Keyword Insertion (DKI)
  52. 52. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 2. DKI Doesn’t Produce As Many Unicorns
  53. 53. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 3. Ad Extensions Impact on Quality Scores
  54. 54. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 3. Ad Extensions Impact on Click Through Rate
  55. 55. How To Write “Unicorn” Ads
  56. 56. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Most Ads Suck.
  57. 57. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Ads That Trigger Emotional Response
  58. 58. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  59. 59. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Versus…
  60. 60. You Need To Test 100 Ads To Find 1 Unicorn.
  61. 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. 62. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive You’re Testing Fewer Ads Than You Think
  63. 63. It’s Not as Hard As You Think
  64. 64. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive The Bar is Very Low
  65. 65. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 5% of Ads Take 85% of Impressions
  66. 66. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive What’s a Good Conversion Rate? (And How to Improve Yours!)
  67. 67. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Average Conversion Rates
  68. 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. 69. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Landing Page Unicorns?! (+3x Avg. Conversion Rate!)
  70. 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. 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. 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. 73. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Re-Arranging Deck Chairs on the Titanic
  74. 74. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Aim for 3-5x Increases Not 3-5%
  75. 75. What Do Landing Page Unicorns Look Like?
  76. 76. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 1. Change Your Offer
  77. 77. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive The New Offer
  78. 78. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive How To Know If Your Offer Stinks • 2% Conversion Rate or Less • Ask Your Prospects
  79. 79. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 2. Radically Change The Flow
  80. 80. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive New Registration Flow
  81. 81. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Mobile Changes The Flow OMG a Call Button!!
  82. 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. 83. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Try Eliminating Your Landing Pages
  84. 84. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Let Users Choose a Path
  85. 85. You Need To Try Out 10 Landing Pages To Find 1 Unicorn
  86. 86. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  87. 87. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive This is the Same Landing Page
  88. 88. It’s Not as Hard As You Might Think
  89. 89. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive 10% of Landing Pages Take 80% of Impressions
  90. 90. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Typical Small Biz Has Just 3 Landing Pages
  91. 91. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive
  92. 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. 93. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Avg. CPA’s By Industry
  94. 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. 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. 96. @larrykim August 11–14, 2014 | #CZLSF | @ClickZLive Thank You #CLZSF • Stop by the WordStream Booth Today! • Slides: bit.ly/czlsf

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