CONFIDENTIAL – DO NOT DISTRIBUTE 1
The Weirdest Intro to PPC Ever!
10+ Years of PPC Experience in
Just 50 Minutes
Larry Ki...
Win a $25 Amazon Gift Card!!
• Include the hashtag #searchex and
(@larrykim) in your tweets
• Prizes Awarded For Either:
–...
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 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) #searc...
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) #wordstre...
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: Y...
But Wait – What About This?:
QS is important in order for your ads to be successful
… QS plays a key role in determining y...
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 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) #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...
@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) #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”?
58
Larry 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.
62
Larry 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
A...
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 ...
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) #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% ...
“top 10% of accounts have a CVR 3x average” rule
Larry Kim (@larrykim) #searchex
Distribution
Point
All accounts Ecommerce...
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) #s...
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 Hi...
Larry Kim (@larrykim)
This is the same landing page with different
spacing…
Larry Kim (@larrykim) #searchex
Again,
It’s Not as Hard AsYou
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
Th...
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 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) #searchex
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) #searchex
WordStream’s Remarketing Ads
• Ads that both reinforce your brand while
driving to a conversion!
Larry Kim (@larrykim) #se...
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) #searchex
Remarketing = Your Secret Weapon
Larry Kim (@larrykim) #searchex
+1000 AdWords
Updates PerYear
Gmail Ads
#SEMhacks
Subject Line & Teaser:
#SEMhacks
Desktop Search Conversion Funnel Mobile Conversion Funnel
X
-
Email Ad:
#SEMhacks
Desktop Search Conversion Funnel Mobile Conversion Funnel
X
-
YouTube Ads
#SEMhacks
Example Ads
#SEMhacks
Desktop Search Conversion Funnel Mobile Conversion Funnel
X
-
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 P...
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 Search Exchange!
Larry Kim (@larrykim) #searchex
Slides: bit.ly/searchex2014
Search Exchange 2014 - Larry Kim's AdWords Presentation
Search Exchange 2014 - Larry Kim's AdWords Presentation
Search Exchange 2014 - Larry Kim's AdWords Presentation
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  • Show how the keyword expansion is easier using a tool. Explain that we’re following the same best practices that Brad Suggested.
  • 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!
  • Done
  • 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.
  • Larry
  • Larry
  • Larry
  • Larry
  • Larry
  • Larry
  • Search Exchange 2014 - Larry Kim's AdWords Presentation

    1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1 The Weirdest Intro to PPC Ever! 10+ Years of PPC Experience in Just 50 Minutes Larry Kim, Founder/CTO, WordStream July 28, 2014
    2. 2. 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
    3. 3. 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
    4. 4. 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
    5. 5. CONFIDENTIAL – DO NOT DISTRIBUTE 5 Pick the Red or Blue Pill
    6. 6. The Rules of the AdWords Game
    7. 7. Understanding the AdWords Auction CONFIDENTIAL – DO NOT DISTRIBUTE 7
    8. 8. How Quality Score Impacts Ad Position • AdWords is Like Real Estate: It’s all about Location! Larry Kim (@larrykim) #searchex
    9. 9. How is Quality Score Calculated?
    10. 10. Google Expects WAY More of Your Ads! Larry Kim (@larrykim) # searchex
    11. 11. QS is Based on Your CTR vs. Expected CTR! Larry Kim (@larryim) #searchex
    12. 12. What’s an Average Quality Score in 2014?
    13. 13. Avg. Quality Score Has Been Falling. • Today, average score is 5/10. Previously was 7/10! Larry Kim (@larrykim) #searchex
    14. 14. How Does Quality Score Impact Cost Per Click?
    15. 15. How Quality Score Impacts Actual CPC Larry Kim (@larrykim) #searchex
    16. 16. CONFIDENTIAL – DO NOT DISTRIBUTE 17
    17. 17. How Does Quality Score Impact Impressions?
    18. 18. Impression Share vs. Quality Score • AdWords is Like Real Estate: It’s all about Location! Larry Kim (@larrykim) #wordstream #searchex
    19. 19. How Does Ad Position Impact Conversion Rates?
    20. 20. Do Certain Ad Positions Convert Better?? Larry Kim (@larrykim) #searchex
    21. 21. Conv. Rate vs. Average Search Position Larry Kim (@larrykim) #searchex
    22. 22. How Does Quality Score Impact Cost Per Action?
    23. 23. Cost Per Conversion Greatly Impacted by QS Larry Kim (@larrykim) #searchex
    24. 24. The Impact of Quality Score on Cost Per Conversion Larry Kim (@larrykim) #searchex
    25. 25. But High QS Not Possible In My Industry! Larry Kim (@larrykim) #searchex
    26. 26. B2B Industry Quality Scores Larry Kim (@larrykim) #searchex
    27. 27. Finance Industry Quality Scores Larry Kim (@larrykim) #searchex
    28. 28. Ecommerce Industry Quality Scores Larry Kim (@larrykim) #wordstream
    29. 29. But Google Says Don’t Obsess Over QS! Larry Kim (@larrykim) #searchex
    30. 30. New Quality Score White Paper Larry Kim (@larrykim) #wordstream
    31. 31. “Settling The Quality Score”? Link To PDF File: http://bit.ly/qs-whitepaper Larry Kim (@larrykim) #wordstream
    32. 32. 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
    33. 33. 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
    34. 34. CONFIDENTIAL – DO NOT DISTRIBUTE 35
    35. 35. Remember: Quality Score Graded on a Curve Larry Kim (@larryim) #wordstream
    36. 36. CONFIDENTIAL – DO NOT DISTRIBUTE 37
    37. 37. “Low CTR” = Losing PPC Strategy
    38. 38. 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
    39. 39. 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
    40. 40. How To Write Insanely Great PPC Ads
    41. 41. What’s a Good CTR? Larry Kim (@larrykim) #searchex
    42. 42. • Even the “Winner” is a Loser! CONFIDENTIAL – DO NOT DISTRIBUTE 44
    43. 43. Your Best Ad Might Be Crap Larry Kim (@larrykim) #searchex
    44. 44. How Great Can My CTR Be?? (You’d be surprised)
    45. 45. Click Through Rate Varies A Lot!! Larry Kim (@larrykim) #searchex
    46. 46. Some Ads Do 2x, 3x or 6x Above Avg!? Larry Kim (@larrykim) #searchex
    47. 47. 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
    48. 48. @larrykim Ad Unicorns?! (6x Avg. CTR!)
    49. 49. 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. 1. Keywords With High Commercial Intent Larry Kim (@larrykim) #searchex
    51. 51. Does Dynamic Keyword Insertion Matter?
    52. 52. What is Dynamic Keyword Insertion? Larry Kim (@larrykim) #searchex
    53. 53. 2. Dynamic Keyword Insertion (DKI) Larry Kim (@larrykim) #searchex
    54. 54. 2. DKI Doesn’t Produce As Many Unicorns Larry Kim (@larrykim) #searchex
    55. 55. Do Ad Extensions Matter?
    56. 56. What Are “Ad Extensions”? 58 Larry Kim (@larrykim) #searchex
    57. 57. 3. Ad Extensions Impact on Click Through Rate Larry Kim (@larrykim) #searchex
    58. 58. 3. Ad Extensions Impact on Quality Scores Larry Kim (@larrykim) #searchex
    59. 59. How To Write “Unicorn” Ads
    60. 60. 4. Most Ads Suck. Create Emotional Ads. 62 Larry Kim (@larrykim) #searchex
    61. 61. Creating “Emotional” Ads Larry Kim (@larrykim) #searchex
    62. 62. An Example: Larry Kim (@larrykim) #searchex
    63. 63. Versus… Larry Kim (@larrykim) #searchex
    64. 64. You Need To Test 100 Ads To Find 1 Unicorn.
    65. 65. 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
    66. 66. You’re Not Testing as Many Ads as You Think… Larry Kim (@larrykim) #searchex
    67. 67. It’s Not as Hard As You Think
    68. 68. Most Small Businesses Aren’t That Active Larry Kim (@larrykim) #searchex
    69. 69. 85% of Impressions are From 5% of Ads Larry Kim (@larrykim) #searchex
    70. 70. Converting Clicks Into Leads
    71. 71. 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
    72. 72. 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
    73. 73. 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
    74. 74. Re-Arranging Deck Chairs On the Titanic Larry Kim (@larrykim) #searchex
    75. 75. What’s a Good Conversion Rate?
    76. 76. What’s a Good Conversion Rate? Larry Kim (@larrykim) #searchex
    77. 77. 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
    78. 78. “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%
    79. 79. Aim For 2-5x Increases Not 2-5%! Larry Kim (@larrykim) #searchex
    80. 80. @larrykim Landing Page Unicorns?! (+3x Avg. Conversion Rate!)
    81. 81. What Do Landing Page Unicorns Look Like?
    82. 82. 1. Change The Offer Larry Kim (@larrykim) #wordstream
    83. 83. The New Offer: CONFIDENTIAL – DO NOT DISTRIBUTE 85
    84. 84. How to Know if your Offer Stinks • Average or Below Average Conversion Rates • Ask Your Customer! Larry Kim (@larrykim) #searchex
    85. 85. 2. Change The Flow. Larry Kim (@larrykim) #searchex
    86. 86. 2. New Flow: Registration At End Larry Kim (@larrykim) #searchex
    87. 87. Another Example of Changing The Flow Larry Kim (@larrykim) #searchex
    88. 88. Changing the Flow: Let Them Choose Larry Kim (@larrykim) #searchex
    89. 89. You Need To Try Out 10 Landing Pages To Find 1 Unicorn
    90. 90. 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)
    91. 91. Larry Kim (@larrykim)
    92. 92. This is the same landing page with different spacing… Larry Kim (@larrykim) #searchex
    93. 93. Again, It’s Not as Hard AsYou Think
    94. 94. 80% of Traffic Goes to 10% of Landing Pages Larry Kim (@larrykim) #searchex
    95. 95. The Bar for Landing Page Excellence is (Very) Low Larry Kim (@larrykim) #searchex
    96. 96. You Don’t Need Dozens of Landing Pages… Larry Kim (@larrykim) #searchex
    97. 97. But You Don’t Need Dozens of Landing Pages… Larry Kim (@larrykim) #searchex
    98. 98. Understanding Mobile PPC
    99. 99. Larry Kim (@larrykim) Source: BIA/Kelsey
    100. 100. Larry Kim (@larrykim) OMG a Call Button!!
    101. 101. 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!!
    102. 102. Larry Kim (@larrykim) #searchex No, You Don’t Need A Mobile Website!
    103. 103. Larry Kim (@larrykim) #searchex Avg. CTR Drops Off VERY Fast on Mobile
    104. 104. Larry Kim (@larrykim) #searchex Mobile Impression Share VERY Competitive
    105. 105. Converting Traffic with Remarketing
    106. 106. 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
    107. 107. How Remarketing Works Larry Kim (@larrykim) #searchex
    108. 108. 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
    109. 109. Audience Definition Strategy • Funnel and Product Based List Segmentation Larry Kim (@larrykim) #searchex
    110. 110. WordStream’s Remarketing Ads • Ads that both reinforce your brand while driving to a conversion! Larry Kim (@larrykim) #searchex
    111. 111. Impact on Repeat User Rate • New Visitor Rate Fell From 79.8% to 66.63% • (Meaning, Visitors are Now Returning) Larry Kim (@larrykim) #searchex
    112. 112. Impact on User Engagement • Time on Site Increased from 1:33 to 4:35 (TRIPLED!!) Larry Kim (@larrykim) #searchex
    113. 113. Remarketing = Your Secret Weapon Larry Kim (@larrykim) #searchex
    114. 114. +1000 AdWords Updates PerYear
    115. 115. Gmail Ads #SEMhacks
    116. 116. Subject Line & Teaser: #SEMhacks Desktop Search Conversion Funnel Mobile Conversion Funnel X -
    117. 117. Email Ad: #SEMhacks Desktop Search Conversion Funnel Mobile Conversion Funnel X -
    118. 118. YouTube Ads #SEMhacks
    119. 119. Example Ads #SEMhacks Desktop Search Conversion Funnel Mobile Conversion Funnel X -
    120. 120. Hundreds of New Features / Year #SEMhacks
    121. 121. 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
    122. 122. 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
    123. 123. Thank You Search Exchange! Larry Kim (@larrykim) #searchex Slides: bit.ly/searchex2014
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