The Greatest Intro
to PPC Ever
Webinar
10 Years of PPC Experience In 40 Minutes
PPC University
#wordstream (@larrykim)
Today’s Agenda
#wordstream (@larrykim)
•
•
•
•



Meet The Expert
#wordstream (@larrykim)
About WordStream




o
o
o
o
#wordstream (@larrykim)
POLL QUESTION:




Larry Kim (@larrykim) #wordstream
Poll Question
#wordstream (@larrykim)
CONFIDENTIAL – DO NOT DISTRIBUTE 7
Red vs. Blue Pill
CONFIDENTIAL – DO NOT DISTRIBUTE 8
Pick the Red
or Blue Pill
Warning:
Data Ahead!
Larry Kim (@larrykim)
*Average Prices can vary +/- 400% Depending on various factors
#wordstream (@larrykim)
How Much Does...
Larry Kim (@larrykim)
*Avg. Conversion Rates can vary +/- 400% Due To Various Factors
#wordstream (@larrykim)
How Often Do...
Larry Kim (@larrykim)
*Avg. Cost Per Action can vary +/- 400% Depending on Various Factors
#wordstream (@larrykim)
So an A...
SO, WHO SHOULD USE PPC?



Larry Kim (@larrykim)#wordstream (@larrykim)
So, Who Should Use PPC?

Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
How Quality Score Impacts Ad Position
Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
Avg. Quality Score Has Been Falling
QS is Based on Your CTR vs. Expected CTR!
How Quality Score Impacts Actual CPC
Larry Kim (@larrykim)
Impression Share vs. Quality Score
Conv. Rate vs. Average Search Position
Cost Per Conversion Greatly Impacted by QS
The Impact of Quality Score on Cost Per Conversion
QUICK RECAP




Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
Quick Recap
THE HIGH CTR GAME FOR ADWORDS
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
The High CTR Game for AdWords
WHICH ADWINS?
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





Which Ad Wins?
#wordstream (@larrykim)
TRICK QUESTION! BOTH ADS SUCK.



Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
Trick Question! Both...
WHAT’S A GOOD CTR?
What’s a Good CTR?
 Even the “Winner” is a Loser!
CONFIDENTIAL – DO NOT DISTRIBUTE 42
WHAT’S A GOOD SEARCH CTR? (ACCOUNT AVG. CTR’S)
What’s a Good Search CTR? (Account Avg. CTR’s)
BUT LOTS OF VARIANCE!!
But Lots of Variance!!
UNDER-PERFORMING VS. UNICORNS
Percentile Vs. Expected
CTR
Name
Bottom 50% Below Expected
CTR
Under-
Performing
Advertisers...
@larrykim
Ad Unicorns?!
(6x Avg. CTR!)
WHAT UNICORNS (TOP 1%) LOOK LIKE
Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
What Unicorns (Top 1%) L...
• Same Story – 20% of Ads Generate 92% of Spend
• 20% of Ads Generated 65% of Impressions
• But CPA, CTR, and Conversion R...
1. KEYWORDS WITH HIGH COMMERCIAL INTENT
1. Keywords With High Commercial Intent
BE SUPER PICKY WITH KEYWORDS & USE NEGATIVE
KEYWORDS
•
•
–
–
–
–
Larry Kim (@larrykim)#wordstream (@larrykim)
Be Super Pic...
WHAT IS DYNAMIC KEYWORD INSERTION?
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
What is Dynamic Keyword Insert...
2. DYNAMIC KEYWORD INSERTION (DKI)
2. Dynamic Keyword Insertion (DKI)
2. DKI DOESN’T PRODUCE AS MANY UNICORNS
2. DKI Doesn’t Produce As Many Unicorns
FIRST: WHAT ARE “AD EXTENSIONS”?
First: What Are “Ad Extensions”?
3. Ad Extensions Impact on Quality Scores
3. Ad Extensions Impact on Click Through Rate
4. MOST ADS SUCK. CREATE
EMOTIONAL ADS.
62
4. Most Ads Suck. Create Emotional Ads.
CREATING “EMOTIONAL” ADS
Creating “Emotional” Ads
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…
You’re Not Testing as Many Ads as You Think…
MOST SMALL BUSINESSES AREN’T THAT ACTIVE
Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
Most Small Busin...
85% OF IMPRESSIONS ARE FROM 5% OF ADS
85% of Impressions are From 5% of Ads
•
o
o
o
o
o
•
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
The Great Landing Page Optimization Fairy Tale
•
–
–
Typical Conversion Rate Optimization Test
CONVENTIONAL LANDING PAGE OPTIMIZATION IS OVER-RATED
•
•
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
Conventi...
Re-Arranging Deck Chairs On the Titanic
WHAT’S A GOOD CONVERSION RATE?
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
What’s a Good Conversion Rate?
UNREMARKABLE VS. UNICORNS
Distribution Point Conversion Rate Vs Average Comments
Average 2.35% Unremarkable
Top 25% 5.31% ...
Larry Kim (@larrykim) #wordstream
Distribution
Point
All accounts Ecommerce Legal B2B Finance
Median
Conversion
Rate
2.35%...
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
@larrykim
Landing Page Unicorns?!
(+3x Avg. Conversion Rate!)
1. CHANGE THE OFFER
1. Change The Offer
THE NEW OFFER:
The New Offer:
•
•
CONFIDENTIAL – DO NOT DISTRIBUTE 86#wordstream (@larrykim)
How to Know if your Offer Stinks
2. CHANGE THE FLOW.
2. Change The Flow
2. NEW FLOW: REGISTRATION AT END
2. New Flow: Registration At End
Another Example of Changing The Flow
CONFIDENTIAL – DO NOT DISTRIBUTE 90#wordstream (@larrykim)
Changing the Flow: Let Them Choose
RELATIVE ABUNDANCE
Name Percentile Relative
Abundance
Vs. Expected
Conversion
Rate
Awesome
Landing
Pages
Top 25% 1:4 2x Hi...
Larry Kim (@larrykim)#wordstream (@larrykim)
This is the same landing page with different spacing…
Larry Kim (@larrykim)#wordstream (@larrykim)
80% of Traffic Goes to 10% of Landing Pages
The Bar for Landing Page Excellence is (Very) Low
But You Don’t Need Dozens of Landing Pages…
Larry Kim (@larrykim)
Source: BIA/Kelsey
#wordstream (@larrykim)
•
•
•
•
Larry Kim (@larrykim)#wordstream (@larrykim)
Calls Radically Change The Flow!
•
–
–
–
Larry Kim (@larrykim)#wordstream (@larrykim)
Key Mobile PPC Concept: User Context
KEY BID MANAGEMENT TOOLS



Larry Kim (@larrykim)#wordstream (@larrykim)
Key Bid Management Tools
TIME BASED BID MANAGEMENT
CONFIDENTIAL – DO NOT DISTRIBUTE
107
#wordstream (@larrykim)
Time Based Bid Management
DEVICE BASED BID MANAGEMENT
Device Based Bid Management
Reflect User Context in Ad Extensions



Mobile & User Context: Key Takeaways
REMARKETING CASE STUDY
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
Remarketing Case Study
96%
70%
HOW REMARKETING WORKS
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
How Remarketing Works
1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently
Of the typical remarketing
audien...
AUDIENCE DEFINITION STRATEGY

Audience Definition Strategy
WORDSTREAM’S REMARKETING ADS
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
WordStream’s Remarketing Ads
IMPACT ON REPEAT USER RATE


Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
Impact on Repeat User Rate
IMPACT ON USER ENGAGEMENT
Impact on User Engagement
Summary
#wordstream (@larrykim)
•
•
•
•
WordStream’s FREE AdWords Performance Grader




NEW! WordStream’s FREE AdWords Landing Page Grader




WordStream’s 20-Minute PPC Work Week




THANK YOU
Webinar
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!
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The Greatest Intro to PPC Ever!

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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

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The Greatest Intro to PPC Ever!

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

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