Your SlideShare is downloading. ×
0
Larry Kim, Founder/CTO, WordStream

CONFIDENTIAL – DO NOT DISTRIBUTE

1
Today’s Agenda
• What’s a good Click-Through Rate?
• Why does CTR matter?
• Review: The Top 1% of PPC Ads
• What makes the...
Speaker Introductions
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10
Years!

– Provider of 20 ...
Take Part in Live Blogging on Twitter / Google+
Include the hashtag #wordstream in your
Twitter tweets, Google+ status upd...
Let’s learn a little about you….

Larry Kim (@larrykim) #wordstream
Live-Poll Question
How Long Have You Been Using AdWords?
a)
b)
c)
d)

Less Than 1 Year
1-2 Years
3-5 Years
Over 5 Years

L...
Most of the Ad Testing Stuff You Read is CR*P

Your Doing PPC Wrong
• Platitudes
• Bad Advice
• Dumb Examples

CONFIDENTIA...
The Ad Testing “Experts”
Are All Wrong
Warning: Lots of Data
Ahead!
Epiphany #1:
An Example
A/B Ad Test
Live Poll Question: Which Ad Wins?
a) Ad A
– 32,423 Impressions
– 453 clicks (1.4% CTR)
– Average Position: 2.8

b) Ad B
–...
Trick Question! Both Ads Suck.
• Neither ad is worth declaring a “Winner”.
• Not even the 2.1% CTR in the 3.0 Avg. Positio...
What’s a Good CTR?

Larry Kim (@larrykim) #wordstream
Survey Methodology

Larry Kim (@larrykim) #wordstream
• Even the “Winner” is a Loser!

Forest vs. Trees
CONFIDENTIAL – DO NOT DISTRIBUTE

15
Even the “Winning” Ad is a Loser!

Larry Kim (@larrykim) #wordstream
Epiphany #2:
What’s a Good CTR?
What’s a Good Search CTR? (Account Avg. CTR’s)

Larry Kim (@larrykim) #wordstream
But… Lots of Variance!

Larry Kim (@larrykim) #wordstream
Winners vs. Losers

Larry Kim (@larrykim) #wordstream
Junky vs. Unicorns

Percentile

Vs. Expected CTR

Name

Bottom 50%
Top 15%

Below Expected
CTR
2X Higher

“Junky
Advertise...
Unicorns?! (6x Avg. CTR!)
@larrykim
What Unicorns (Top 1%) Look Like

Larry Kim (@larrykim) #wordstream
Epiphany #3:
Why Unicorns Matter
(How AdWords
Works)
How Quality Score Impacts Ad Position

Larry Kim (@larrykim) #wordstream
How Quality Score Impacts Actual CPC

Larry Kim (@larrykim) #wordstream
What’s an Average Quality Score? Around 5.1/10

Larry Kim (@larrykim) #wordstream
CONFIDENTIAL – DO NOT DISTRIBUTE

29
Cost Per Conversion is Largely Based on QS

Larry Kim (@larrykim) #wordstream
The Impact of Quality Score on Cost Per Conversion

Larry Kim (@larrykim) #wordstream
Epiphany #4:
How is Quality Score
Really Calculated?
How is QS Really Calculated? Mostly CTR.

Larry Kim (@larrykim) #wordstream
Relationship Between CTR and QS?

Larry Kim (@larrykim) #wordstream
Epiphany #5:
It’s All Relative
What’s an Expected (or Average) CTR?

Larry Kim (@larrykim) #wordstream
QS Based on Your CTR vs. Expected CTR!

Larry Kim (@larrykim) #wordstream
Epiphany #6
Quality Score
Cracked.
Now What About
Those Unicorns?
Ad Text Testing

Hunting Unicorns

• Same Story – 20% of Ads Generate 92% of Spend
• 20% of Ads Generated 65% of Impressio...
1. Keywords With High Commercial Intent

Larry Kim (@larrykim) #wordstream
2. Dynamic Keyword Insertion (DKI)

Larry Kim (@larrykim) #wordstream
2. DKI Doesn’t Produce As Many Unicorns

Larry Kim (@larrykim) #wordstream
3. Ad Extensions Impact on Quality Scores

Larry Kim (@larrykim) #wordstream
3. Ad Extensions Impact on Click Through Rate

Larry Kim (@larrykim) #wordstream
Epiphany #7
How To Write
“Unicorn” Ads
4. Most Ads Suck. Create Emotional Ads.

47
Creating “Emotional” Ads
Example

Larry Kim (@larrykim)
Versus…

Larry Kim (@larrykim)
Epiphany #8
A Few Notes on
Effort…
Relative Abundance

Name

Percentile

Relative
Abundance

Vs. Expected
CTR

Awesome
Ads
Super
Awesome
Ads
Unicorns

Top 15...
Epiphany #9
You Need To Test
100 Ads To Find 1
Unicorn
You’re Not Testing as Many Ads as You Think…

Larry Kim (@larrykim)
Most Small Businesses are Lazy…

Larry Kim (@larrykim)
Epiphany #10
It’s Not as Hard As
You Think
85% of Impressions are From 5% of Ads

Larry Kim (@larrykim)
Epiphany #11
A Note on Mobile Ads
Calls are Worth Way More Than Clicks
• The calls from mobile traffic converted
at a 3x higher rate than clicks to a
websit...
Epiphany #12
What Does It All
Mean? How to Scale
Your PPC
A Quick Recap
1. Above Average CTR Keyword/Ads = Great
Success.
2. Below Average CTR Keyword/Ads = Train Wreck
3. So … Del...
Average CPC’s by Industry and Network

Larry Kim (@larrykim)
Average Conversion Rates by Industry

Larry Kim (@larrykim)
Average CPA’s for Search & Display, by Industry

Larry Kim (@larrykim)
Summary / Key Takeaways:

• What’s a Good CTR?
• How is Quality Score Calculated and Why Does it
Matter in Theory?
• Revie...
Special Thanks
• Perry Marshall (@perrymarshall)
– Author of the most popular AdWords book in
the world.
– #1 author and w...
Grade Your Quality Score with The AdWords Grader!
•

A free, instant PPC audit in
under a minute!

•

Grades your AdWords ...
WordStream’s
20 Minute PPC Work Week
• We find all the low hanging
fruit in your account
• You just review / approve the
f...
New: Leads & Landing Page Management Software

www.wordstream.com/ppc-free-trial
@larrykim
Special Offers! Would you like…
a) A FREE live demo of WordStream PPC Advisor
b) Get a 1-on-1 AdWords Grader walk-through ...
Your Questions
Thank you for attending
WordStream’s webinar!
Benchmark your AdWords account today!
http://www.wordstream.c...
Totally Insane Techniques Guaranteed to 3X Your CTR [Webinar]
Totally Insane Techniques Guaranteed to 3X Your CTR [Webinar]
Upcoming SlideShare
Loading in...5
×

Totally Insane Techniques Guaranteed to 3X Your CTR [Webinar]

1,316

Published on

For more information, visit www.wordstream.com

So, you've got an awesome product or service and breathtaking, targeted landing pages that are sure to convert. High five! Just one problem – people aren't clicking on your ads. Bummer. :(

Could it be that your ads are boring?

Creating compelling ads that urge the reader to click is absolutely crucial to the success of your AdWords and Bing pay-per-click campaigns.

In this free webinar, WordStream's Founder & CTO Larry Kim will share ground-breaking research on 10,000+ PPC ads and divulge techniques guaranteed to triple your Click-Thru Rate. You'll learn:

- Features of top-performing ads and how to follow suit
- Precise impact of CTR on Quality Score, CPC, & CPA
- Pitfalls of conventional A/B ad testing: you'll be shocked!
- Insane ad testing techniques to send your CTR soaring!

Check the webinar out now and arm yourself with tools to kick your CTR (and PPC campaign success) into hyperdrive!

Published in: Technology, Design
1 Comment
3 Likes
Statistics
Notes
  • On you Winners vs Losers slide I had a question on the CTR we are looking at. Is this for Google Search ONLY or for Google Search & Search Partners combined. The reason I ask is in our account the numbers are quite different based on how we view the data ( which I am sure you are fully aware of ).
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
1,316
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
75
Comments
1
Likes
3
Embeds 0
No embeds

No notes for slide

Transcript of "Totally Insane Techniques Guaranteed to 3X Your CTR [Webinar]"

  1. 1. Larry Kim, Founder/CTO, WordStream CONFIDENTIAL – DO NOT DISTRIBUTE 1
  2. 2. Today’s Agenda • What’s a good Click-Through Rate? • Why does CTR matter? • Review: The Top 1% of PPC Ads • What makes them tick? • How can I replicate them? • What does it all mean? Larry Kim (@larrykim) #wordstream
  3. 3. Speaker Introductions • Larry Kim – Founder, CTO, WordStream, Inc. – Been doing PPC & SEO for 10 Years! – Provider of 20 Minute PPC Work Week and AdWords Grader – #1 PPC Expert According to PPC Hero! Larry Kim (@larrykim) #wordstream
  4. 4. Take Part in Live Blogging on Twitter / Google+ Include the hashtag #wordstream in your Twitter tweets, Google+ status updates, etc. Larry Kim (@larrykim) #wordstream
  5. 5. Let’s learn a little about you…. Larry Kim (@larrykim) #wordstream
  6. 6. Live-Poll Question How Long Have You Been Using AdWords? a) b) c) d) Less Than 1 Year 1-2 Years 3-5 Years Over 5 Years Larry Kim (@larrykim) #wordstream
  7. 7. Most of the Ad Testing Stuff You Read is CR*P Your Doing PPC Wrong • Platitudes • Bad Advice • Dumb Examples CONFIDENTIAL – DO NOT DISTRIBUTE 7
  8. 8. The Ad Testing “Experts” Are All Wrong
  9. 9. Warning: Lots of Data Ahead!
  10. 10. Epiphany #1: An Example A/B Ad Test
  11. 11. Live Poll Question: Which Ad Wins? a) Ad A – 32,423 Impressions – 453 clicks (1.4% CTR) – Average Position: 2.8 b) Ad B – 36,223 Impressions – 760 clicks (2.1% CTR) – Average Position: 3.0 Assumptions: • Both ads were running during the same time period (last 7 days), ads “rotating” evenly on the Google Search Network. Larry Kim (@larrykim) #wordstream
  12. 12. Trick Question! Both Ads Suck. • Neither ad is worth declaring a “Winner”. • Not even the 2.1% CTR in the 3.0 Avg. Position. • Why? Larry Kim (@larrykim) #wordstream
  13. 13. What’s a Good CTR? Larry Kim (@larrykim) #wordstream
  14. 14. Survey Methodology Larry Kim (@larrykim) #wordstream
  15. 15. • Even the “Winner” is a Loser! Forest vs. Trees CONFIDENTIAL – DO NOT DISTRIBUTE 15
  16. 16. Even the “Winning” Ad is a Loser! Larry Kim (@larrykim) #wordstream
  17. 17. Epiphany #2: What’s a Good CTR?
  18. 18. What’s a Good Search CTR? (Account Avg. CTR’s) Larry Kim (@larrykim) #wordstream
  19. 19. But… Lots of Variance! Larry Kim (@larrykim) #wordstream
  20. 20. Winners vs. Losers Larry Kim (@larrykim) #wordstream
  21. 21. Junky vs. Unicorns Percentile Vs. Expected CTR Name Bottom 50% Top 15% Below Expected CTR 2X Higher “Junky Advertisers” Awesome Advertisers Top 5% 3x Higher Top 1% 6x Higher!! Super Awesome Advertisers Unicorns Larry Kim (@larrykim) #wordstream
  22. 22. Unicorns?! (6x Avg. CTR!) @larrykim
  23. 23. What Unicorns (Top 1%) Look Like Larry Kim (@larrykim) #wordstream
  24. 24. Epiphany #3: Why Unicorns Matter (How AdWords Works)
  25. 25. How Quality Score Impacts Ad Position Larry Kim (@larrykim) #wordstream
  26. 26. How Quality Score Impacts Actual CPC Larry Kim (@larrykim) #wordstream
  27. 27. What’s an Average Quality Score? Around 5.1/10 Larry Kim (@larrykim) #wordstream
  28. 28. CONFIDENTIAL – DO NOT DISTRIBUTE 29
  29. 29. Cost Per Conversion is Largely Based on QS Larry Kim (@larrykim) #wordstream
  30. 30. The Impact of Quality Score on Cost Per Conversion Larry Kim (@larrykim) #wordstream
  31. 31. Epiphany #4: How is Quality Score Really Calculated?
  32. 32. How is QS Really Calculated? Mostly CTR. Larry Kim (@larrykim) #wordstream
  33. 33. Relationship Between CTR and QS? Larry Kim (@larrykim) #wordstream
  34. 34. Epiphany #5: It’s All Relative
  35. 35. What’s an Expected (or Average) CTR? Larry Kim (@larrykim) #wordstream
  36. 36. QS Based on Your CTR vs. Expected CTR! Larry Kim (@larrykim) #wordstream
  37. 37. Epiphany #6 Quality Score Cracked. Now What About Those Unicorns?
  38. 38. Ad Text Testing Hunting Unicorns • 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
  39. 39. 1. Keywords With High Commercial Intent Larry Kim (@larrykim) #wordstream
  40. 40. 2. Dynamic Keyword Insertion (DKI) Larry Kim (@larrykim) #wordstream
  41. 41. 2. DKI Doesn’t Produce As Many Unicorns Larry Kim (@larrykim) #wordstream
  42. 42. 3. Ad Extensions Impact on Quality Scores Larry Kim (@larrykim) #wordstream
  43. 43. 3. Ad Extensions Impact on Click Through Rate Larry Kim (@larrykim) #wordstream
  44. 44. Epiphany #7 How To Write “Unicorn” Ads
  45. 45. 4. Most Ads Suck. Create Emotional Ads. 47
  46. 46. Creating “Emotional” Ads
  47. 47. Example Larry Kim (@larrykim)
  48. 48. Versus… Larry Kim (@larrykim)
  49. 49. Epiphany #8 A Few Notes on Effort…
  50. 50. Relative Abundance Name Percentile Relative Abundance Vs. Expected CTR Awesome Ads Super Awesome Ads Unicorns Top 15% 1:6.7 2X Higher Top 5% 1:20 3x Higher Top 1% 1:100 6x Higher!! Larry Kim (@larrykim)
  51. 51. Epiphany #9 You Need To Test 100 Ads To Find 1 Unicorn
  52. 52. You’re Not Testing as Many Ads as You Think… Larry Kim (@larrykim)
  53. 53. Most Small Businesses are Lazy… Larry Kim (@larrykim)
  54. 54. Epiphany #10 It’s Not as Hard As You Think
  55. 55. 85% of Impressions are From 5% of Ads Larry Kim (@larrykim)
  56. 56. Epiphany #11 A Note on Mobile Ads
  57. 57. Calls are Worth Way More Than Clicks • The calls from mobile traffic converted at a 3x higher rate than clicks to a website • Mobile Ad Testing should be based on call rate, not CTR or Conversion Rates Larry Kim (@larrykim)
  58. 58. Epiphany #12 What Does It All Mean? How to Scale Your PPC
  59. 59. A Quick Recap 1. Above Average CTR Keyword/Ads = Great Success. 2. Below Average CTR Keyword/Ads = Train Wreck 3. So … Delete the bottom third of your account and re-deploy that spend to remarketing Larry Kim (@larrykim)
  60. 60. Average CPC’s by Industry and Network Larry Kim (@larrykim)
  61. 61. Average Conversion Rates by Industry Larry Kim (@larrykim)
  62. 62. Average CPA’s for Search & Display, by Industry Larry Kim (@larrykim)
  63. 63. Summary / Key Takeaways: • What’s a Good CTR? • How is Quality Score Calculated and Why Does it Matter in Theory? • Review: Unicorn account vs. Junk Account • What Makes a Unicorn Tick – 5 Common Ingredients and Workflow To Create Them • What Does it all Mean: How to Modify your PPC strategy for best results. Larry Kim (@larrykim)
  64. 64. Special Thanks • Perry Marshall (@perrymarshall) – Author of the most popular AdWords book in the world. – #1 author and world’s most-quoted consultant on Google Advertising – Published thousands of articles on sales, marketing and technology
  65. 65. Grade Your Quality Score with The AdWords Grader! • A free, instant PPC audit in under a minute! • Grades your AdWords account performance based on the 8 PPC metrics that really matter • Compares how you’re doing against other accounts of similar size (monthly spend) www.wordstream.com/google-adwords Larry Kim (@larrykim)
  66. 66. WordStream’s 20 Minute PPC Work Week • We find all the low hanging fruit in your account • You just review / approve the findings. • Quick. Easy. Powerful. • 20 Minutes a Week can improve your ROI on AdWords by 20% or more!™ www.wordstream.com/ppc-free-trial Larry Kim (@larrykim)
  67. 67. New: Leads & Landing Page Management Software www.wordstream.com/ppc-free-trial @larrykim
  68. 68. Special Offers! Would you like… a) A FREE live demo of WordStream PPC Advisor b) Get a 1-on-1 AdWords Grader walk-through with a PPC expert c) Nothing at the moment Larry Kim (@larrykim)
  69. 69. Your Questions Thank you for attending WordStream’s webinar! Benchmark your AdWords account today! http://www.wordstream.com/google-adwords Or contact us directly: Larry Kim lkim@wordstream.com http://twitter.com/larrykim Larry Kim (@larrykim)
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×