Your SlideShare is downloading. ×
0
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
The Greatest Intro to PPC Ever!
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The Greatest Intro to PPC Ever!

1,374

Published on

64.6% of online consumers click a Google Ad when researching an item to buy online. If you're not advertising on Google, or your ad doesn't stand out – you're missing a HUGE opportunity! …

64.6% of online consumers click a Google Ad when researching an item to buy online. If you're not advertising on Google, or your ad doesn't stand out – you're missing a HUGE opportunity!

In this free webinar, WordStream Founder and CTO Larry Kim shares his 10+ years of PPC experience condensed down into a 60 minute workshop; teaching you the Ultimate Introduction to Pay-Per-Click (PPC) Advertising.

So, what makes this intro to PPC so different and what will you learn?

- Most PPC content on the web is old and outdated. Larry shares NEW tips and tricks that will help you kick start your PPC campaigns (or refresh your current ones)

- Larry's "outside the box" approach to teaching PPC will change the way you think about your AdWords campaigns. He shares tons of real-world examples so you can walk away from the webinar and start testing today!

- Learn the tricks Google doesn't want you to know – and meet your ultimate PPC secret weapons!

Watch this webinar now to get exclusive AdWords training that will change your strategy forever. This is the only Intro to PPC you'll ever need!

Here are some additional FREE resources to help you succeed at PPC...

AdWords Performance Grader\
www.wordstream.com/google-adwords

AdWords Landing Page Grader
www.wordstream.com/landing-page

Published in: Technology, Business
0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,374
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
132
Comments
0
Likes
7
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. The Greatest Intro to PPC Ever Webinar 10 Years of PPC Experience In 40 Minutes
  • 2. PPC University #wordstream (@larrykim)
  • 3. Today’s Agenda #wordstream (@larrykim) • • • •
  • 4.    Meet The Expert #wordstream (@larrykim)
  • 5. About WordStream     o o o o #wordstream (@larrykim)
  • 6. POLL QUESTION:     Larry Kim (@larrykim) #wordstream Poll Question #wordstream (@larrykim)
  • 7. CONFIDENTIAL – DO NOT DISTRIBUTE 7 Red vs. Blue Pill
  • 8. CONFIDENTIAL – DO NOT DISTRIBUTE 8 Pick the Red or Blue Pill Warning: Data Ahead!
  • 9. Larry Kim (@larrykim) *Average Prices can vary +/- 400% Depending on various factors #wordstream (@larrykim) How Much Does it Cost on Average?*
  • 10. Larry Kim (@larrykim) *Avg. Conversion Rates can vary +/- 400% Due To Various Factors #wordstream (@larrykim) How Often Do These Clicks Convert?*
  • 11. Larry Kim (@larrykim) *Avg. Cost Per Action can vary +/- 400% Depending on Various Factors #wordstream (@larrykim) So an Average Cost Per Conversion is…*
  • 12. SO, WHO SHOULD USE PPC?    Larry Kim (@larrykim)#wordstream (@larrykim) So, Who Should Use PPC?
  • 13.  Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim) How Quality Score Impacts Ad Position
  • 14. Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim) Avg. Quality Score Has Been Falling
  • 15. QS is Based on Your CTR vs. Expected CTR!
  • 16. How Quality Score Impacts Actual CPC
  • 17. Larry Kim (@larrykim) Impression Share vs. Quality Score
  • 18. Conv. Rate vs. Average Search Position
  • 19. Cost Per Conversion Greatly Impacted by QS
  • 20. The Impact of Quality Score on Cost Per Conversion
  • 21. QUICK RECAP     Larry Kim (@larrykim) #wordstream#wordstream (@larrykim) Quick Recap
  • 22. THE HIGH CTR GAME FOR ADWORDS Larry Kim (@larrykim) #wordstream#wordstream (@larrykim) The High CTR Game for AdWords
  • 23. WHICH ADWINS?        Which Ad Wins? #wordstream (@larrykim)
  • 24. TRICK QUESTION! BOTH ADS SUCK.    Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim) Trick Question! Both Ads Suck.
  • 25. WHAT’S A GOOD CTR? What’s a Good CTR?
  • 26.  Even the “Winner” is a Loser! CONFIDENTIAL – DO NOT DISTRIBUTE 42
  • 27. WHAT’S A GOOD SEARCH CTR? (ACCOUNT AVG. CTR’S) What’s a Good Search CTR? (Account Avg. CTR’s)
  • 28. BUT LOTS OF VARIANCE!! But Lots of Variance!!
  • 29. 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) #wordstream #pubcon#wordstream (@larrykim) Under-Performing vs. Unicorns
  • 30. @larrykim Ad Unicorns?! (6x Avg. CTR!)
  • 31. WHAT UNICORNS (TOP 1%) LOOK LIKE Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim) What Unicorns (Top 1%) Look Like
  • 32. • 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
  • 33. 1. KEYWORDS WITH HIGH COMMERCIAL INTENT 1. Keywords With High Commercial Intent
  • 34. BE SUPER PICKY WITH KEYWORDS & USE NEGATIVE KEYWORDS • • – – – – Larry Kim (@larrykim)#wordstream (@larrykim) Be Super Picky With Keywords & Use Negative Keywords
  • 35. WHAT IS DYNAMIC KEYWORD INSERTION? Larry Kim (@larrykim) #wordstream#wordstream (@larrykim) What is Dynamic Keyword Insertion?
  • 36. 2. DYNAMIC KEYWORD INSERTION (DKI) 2. Dynamic Keyword Insertion (DKI)
  • 37. 2. DKI DOESN’T PRODUCE AS MANY UNICORNS 2. DKI Doesn’t Produce As Many Unicorns
  • 38. FIRST: WHAT ARE “AD EXTENSIONS”? First: What Are “Ad Extensions”?
  • 39. 3. Ad Extensions Impact on Quality Scores
  • 40. 3. Ad Extensions Impact on Click Through Rate
  • 41. 4. MOST ADS SUCK. CREATE EMOTIONAL ADS. 62 4. Most Ads Suck. Create Emotional Ads.
  • 42. CREATING “EMOTIONAL” ADS Creating “Emotional” Ads
  • 43. 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) #wordstream #pubcon#wordstream (@larrykim) Relative Abundance
  • 44. YOU’RE NOT TESTING AS MANY ADS AS YOU THINK… You’re Not Testing as Many Ads as You Think…
  • 45. MOST SMALL BUSINESSES AREN’T THAT ACTIVE Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim) Most Small Businesses Aren’t That Active
  • 46. 85% OF IMPRESSIONS ARE FROM 5% OF ADS 85% of Impressions are From 5% of Ads
  • 47. • o o o o o • Larry Kim (@larrykim) #wordstream#wordstream (@larrykim) The Great Landing Page Optimization Fairy Tale
  • 48. • – – Typical Conversion Rate Optimization Test
  • 49. CONVENTIONAL LANDING PAGE OPTIMIZATION IS OVER-RATED • • Larry Kim (@larrykim) #wordstream#wordstream (@larrykim) Conventional Landing Page Optimization is Over-Rated
  • 50. Re-Arranging Deck Chairs On the Titanic
  • 51. WHAT’S A GOOD CONVERSION RATE? Larry Kim (@larrykim) #wordstream#wordstream (@larrykim) What’s a Good Conversion Rate?
  • 52. 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#wordstream (@larrykim) Unremarkable vs. Unicorns
  • 53. Larry Kim (@larrykim) #wordstream 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% #wordstream (@larrykim) “Top 10% of accounts have a CVR 3x average” rule
  • 54. Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
  • 55. @larrykim Landing Page Unicorns?! (+3x Avg. Conversion Rate!)
  • 56. 1. CHANGE THE OFFER 1. Change The Offer
  • 57. THE NEW OFFER: The New Offer:
  • 58. • • CONFIDENTIAL – DO NOT DISTRIBUTE 86#wordstream (@larrykim) How to Know if your Offer Stinks
  • 59. 2. CHANGE THE FLOW. 2. Change The Flow
  • 60. 2. NEW FLOW: REGISTRATION AT END 2. New Flow: Registration At End
  • 61. Another Example of Changing The Flow
  • 62. CONFIDENTIAL – DO NOT DISTRIBUTE 90#wordstream (@larrykim) Changing the Flow: Let Them Choose
  • 63. 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)#wordstream (@larrykim) Relative Abundance
  • 64. Larry Kim (@larrykim)#wordstream (@larrykim) This is the same landing page with different spacing…
  • 65. Larry Kim (@larrykim)#wordstream (@larrykim) 80% of Traffic Goes to 10% of Landing Pages
  • 66. The Bar for Landing Page Excellence is (Very) Low
  • 67. But You Don’t Need Dozens of Landing Pages…
  • 68. Larry Kim (@larrykim) Source: BIA/Kelsey #wordstream (@larrykim)
  • 69. • • • • Larry Kim (@larrykim)#wordstream (@larrykim) Calls Radically Change The Flow!
  • 70. • – – – Larry Kim (@larrykim)#wordstream (@larrykim) Key Mobile PPC Concept: User Context
  • 71. KEY BID MANAGEMENT TOOLS    Larry Kim (@larrykim)#wordstream (@larrykim) Key Bid Management Tools
  • 72. TIME BASED BID MANAGEMENT CONFIDENTIAL – DO NOT DISTRIBUTE 107 #wordstream (@larrykim) Time Based Bid Management
  • 73. DEVICE BASED BID MANAGEMENT Device Based Bid Management
  • 74. Reflect User Context in Ad Extensions
  • 75.    Mobile & User Context: Key Takeaways
  • 76. REMARKETING CASE STUDY Larry Kim (@larrykim) #wordstream#wordstream (@larrykim) Remarketing Case Study 96% 70%
  • 77. HOW REMARKETING WORKS Larry Kim (@larrykim) #wordstream#wordstream (@larrykim) How Remarketing Works
  • 78. 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 Typical Reach of Remarketing…
  • 79. AUDIENCE DEFINITION STRATEGY  Audience Definition Strategy
  • 80. WORDSTREAM’S REMARKETING ADS Larry Kim (@larrykim) #wordstream#wordstream (@larrykim) WordStream’s Remarketing Ads
  • 81. IMPACT ON REPEAT USER RATE   Larry Kim (@larrykim) #wordstream#wordstream (@larrykim) Impact on Repeat User Rate
  • 82. IMPACT ON USER ENGAGEMENT Impact on User Engagement
  • 83. Summary #wordstream (@larrykim) • • • •
  • 84. WordStream’s FREE AdWords Performance Grader    
  • 85. NEW! WordStream’s FREE AdWords Landing Page Grader    
  • 86. WordStream’s 20-Minute PPC Work Week    
  • 87. THANK YOU Webinar

×