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The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
The Top 10 Pay-Per-Click Advertising Hacks of All Time
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The Top 10 Pay-Per-Click Advertising Hacks of All Time

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The pay-per-click advertising landscape is ever changing. Google alone adds hundreds of new features each year, not to mention the dozens other emerging and existing PPC platforms. So how do you know …

The pay-per-click advertising landscape is ever changing. Google alone adds hundreds of new features each year, not to mention the dozens other emerging and existing PPC platforms. So how do you know which campaigns to prioritize, what new features to try, and where to cut back for the most success?

Join Larry Kim, founder and CTO of WordStream and voted the “Most Influential PPC Expert” two years running, for an exclusive webinar where he will divulge the top 10 PPC advertising hacks you need to optimize your PPC strategy today.

In this webinar, Larry will expose 10 key tactics to help you:

- Hack Google’s Quality Score metric to improve your ad rank while spending less
- Optimize ad copy with one counterintuitive but insanely simple approach
- Leverage mobile ads to cut out stages of the funnel where you are losing clicks
- Capitalize on the first mover advantage with Gmail ads, mobile call buttons, and more
- Analyze campaign performance to build an informed remarketing strategy

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  • 1. The Top 10 Pay-Per-Click Advertising Hacks of All time! August 13, 2014 Larry Kim, founder and CTO at Wordstream
  • 2. Join the conversation on Twitter @thuelmadsen #KISSwebinar
  • 3. Larry Kim – WordStream - @larrykim! ! Larry Kim, founder and CTO of WordStream, has over 10 years of PPC experience, was voted the “Most Influential PPC Expert” two years running by the PPC Hero Blog and the “Most Influential Search Engine Marketer” according to marketing agency 3QDigital. Larry has been cited in over 10 thousand publications with over 10 million views, is a columnist at Inc. Magazine, and is the #1 author for Search Engine Land journal in 2013. Your Presenter
  • 4. Join the conversation on Twitter @larrykim #KISSwebinar
  • 5. Agenda: Top 10 PPC Hacks of All Time 1 Quality Score 2 Insane Ads 3 Bid Multipliers 4 Mobile 5 Remarketing 6 RLSA 7 In Market Segments 8 Gmail Ads 9 YouTube Ads 10 First Mover Advantage
  • 6. Poll Question How much are you spending on paid search per month?
  • 7. Quality Score 1
  • 8. Impacts Ad Ranking Quality Score
  • 9. Impacts Cost-Per-Click Quality Score
  • 10. Impacts Impression Share Quality Score
  • 11. Impacts Cost-Per-Conversion Quality Score
  • 12. So… Get a High Quality Score! Quality Score
  • 13. It’s Not All That Complicated. Quality Score
  • 14. Just Beat Expected CTR Quality Score
  • 15. Quality Score Crazy PPC Hack to Raise Quality Score • Add 10% Branded Terms to Raise Account Average Quality Scores • Delete the Bottom Third of Your PPC Account and Move the Budget to Remarketing Instead
  • 16. Example Crap Account Quality Score Mix of above and below average keywords
  • 17. Example Crap Account Quality Score Notice how the account has no high QS keywords!
  • 18. Example Awesome Account Quality Score Mostly above average CTR, some below average
  • 19. Example Awesome Account Quality Score Notice how the account has only high QS keywords!
  • 20. Quality Score
  • 21. How Quality Score is Calculated Quality Score
  • 22. Insane Ads 2
  • 23. Most Ads Suck Insane Ads
  • 24. Insane Ads Don’t Suck. Instead, Write “Emotional” Ads
  • 25. This Ad Gets 6x Above Average CTR Insane Ads
  • 26. Because Everyone Else Sucks Insane Ads
  • 27. These Emotions Make People Click Insane Ads
  • 28. Insane Ads
  • 29. Bid Multipliers 3
  • 30. Segment By Time… Bid Multipliers
  • 31. Location… Bid Multipliers
  • 32. And Device… Bid Multipliers
  • 33. Be Super Picky With Bid Multipliers Bid Multipliers
  • 34. Mobile 4
  • 35. OMG! A Call Button. Mobile
  • 36. Call Button Changes Everything Mobile Mobile Conversion Funnel 1. Sees Ad 1. Sees Ad 2. Clicks On Ad Desktop Search Conversion Funnel 3. Visits Website Landing Page 4. Lead Captured 2. Calls Business 3% Avg. Conversion Rate 3. Lead Captured!! Calls to businesses are worth, on average, 3x more than clicks to websites!
  • 37. Forget Mobile Sites Mobile
  • 38. Search Impression share, by device Search Impression Share 100% 78% 55% 33% 10% 1 3 5 7 9 Ad Position Desktop Mobile Tablet Key Mobile Tip! Mobile Much less likely to show on mobile vs. desktop
  • 39. Remarketing 5
  • 40. Typical Conversion Rates Suck Remarketing ~97% of people who visit a website leave without completing the actions marketers want them to take Your Site Your Ad 70% of people abandon their shopping cart without completing a purchase
  • 41. How Remarketing Works Remarketing
  • 42. Remarketing
  • 43. Massive Reach Remarketing Reach more users Reach them frequently On various pages Of the typical remarketing audience, find Reach them on between As they visit 20 or more pages on a typical day across 10-18 days ! …or more out of the month 84% ! …within a month 5-10 !sites … of which all pages and sites have ad space available to Google Display Network buyers
  • 44. Audience Definition Strategy Remarketing
  • 45. Example Ads Remarketing
  • 46. Impact on Repeat Visitor Rate Remarketing
  • 47. Impact on User Engagement Remarketing
  • 48. RLSA 6
  • 49. How Remarketing Works RLSA
  • 50. Bring an Audience Dimension to Your Search Campaigns RLSA With remarketing lists for search ads you can… Segment past site visitors Optimize ad text, bids, and keywords to those segments Convert these site visitors as they’re searching for your product or brand on Google > >
  • 51. In-Market Segments 7
  • 52. Target People Ready to Buy! In Market Segments
  • 53. Gmail Ads 8
  • 54. Gmail Ads
  • 55. Subject Line & Teaser Gmail Ads
  • 56. Email Ad Gmail Ads
  • 57. YouTube Ads 9
  • 58. YouTube True View Ads YouTube Ads
  • 59. In-Video Ads YouTube Ads
  • 60. Suggested Videos and Video Search YouTube Ads
  • 61. First Mover Advantage 10
  • 62. First Mover Advantage Hundreds of New Features Per Year
  • 63. First Mover Advantage Benchmark Your AdWords Campaigns and Landing Pages Grade Your AdWords Account Grade Your AdWords Landing Pages www.wordstream.com/google-adwords www.wordstream.com/landing-page
  • 64. Questions? Thue Madsen! Marketing Associate! KISSmetrics! @thuelmadsen! tmadsen@kissmetrics.com Larry Kim! Founder and CTO! WordStream! @larrykim! lkim@wordstream.com
  • 65. THANK YOU Larry Kim! WordStream

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