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Steve Rayson
@steverayson
Larry Kim
@LarryKim
Today’s Speakers
Launch Poll Questions
Three Random
Facts About Me
@larrykim #CTRHacks
1. Originally from Winnipeg, Canada
I Live in Harvard Square, Cambridge, MA
WordStream’s Global Headquarters in Boston
2008 2016
@larrykim #CTRHacks
2. Holds Record for Writing Buzzsumo Reviews
@larrykim #CTRHacks
3. Have a 1-Year Old
Kid (#ppckid)
@larrykim #CTRHacks
Larry’s 4 Ridiculous Hacks for
Insanely High CTR!
Why Should
Marketers Care
About Click
Through Rate?
@larrykim #CTRHacks
How Does Google Search Decide
Which Ad is Shown Where?
Ad Rank
Quality Score
Max CPC Bid
Amount
x
=
@larrykim #CTRHacks
Quality Score Impacts Ad Impression Share
+/- 1 Point
in QS
Results in
+/- 9% Ad
Impression
Share
@larrykim #CTRHacks
Impression Share 2x More Competitive on Mobile
@larrykim #CTRHacks
Quality Score Impacts Cost Per Conversion
+/- 1 Point in QS Results in +/- 16% in CPA
@larrykim #CTRHacks
#slcsem @larrykim
Brought to you by:
www.wordstream.com/learn
So Get a High Quality Score!
(Duh. Awesome.)
How is
Quality Score in
Google AdWords
ACTUALLY
Calculated?
This is The Expected Click Through Rate Curve
@larrykim #CTRHacks
Just Beat The Expected Click Through Rate!
@larrykim #CTRHacks
@larrykim #CTRHacks
High QS (Great!)
• High Ad Impression Share
• Low Cost Per Click
• Low Cost Per Conversion
Low QS (Terrible!)
• Low Ad Imp...
Just Say No
To Low CTR
@larrykim #CTRHacks
Gmail Ads Use Quality Score!
@larrykim #CTRHacks
@larrykim #CTRHacks
Google Display Network Uses Quality Score
@larrykim #CTRHacks
@larrykim #CTRHacks
HIGHER POST
ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and
Lower Cost Per Engagement
“...
“Quality Adjusted Bid” in Twitter
HIGHER Relevance, Resonance, Recency =
HIGHER Quality Adjusted Bid =
MORE Ad Impressions...
Higher Engagement Rate = (Much)
Lower Cost Per Engagement
Engagement Rate
Cost per engagement
$.005 $.02 $.03 $.08
68%
7%
...
1% Increase in
Post Engagement
5% Reduction in Cost
Per Engagement!
“Quality Adjusted Bid” in Twitter
=
@larrykim #CTRHacks
Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONS
AS THE CAMPAIGN AGES!
@larry...
@larrykim #CTRHacks
Past & Future SEO Ranking Signals
Old Google
1. Links
2. Keywords
3. Social Metrics?
4. …
Future Google
1. CTR
2. Task Com...
@larrykim #CTRHacks
NO QUALITY SCORE DISCOUNT FOR YOU!
LinkedIn Ads
You’re A CTR
Hacker … and a Traitor!
@larrykim #CTRHacks
Hacking Ad CTRs With ‘Unicorn Ads’
Larry’s #4 AdWords Hack
@larrykim #CTRHacks
What if I Told You
Your 2% CTR Is That Great
What if I Told You
Your 2% CTR Is That GreatForest vs. Trees
Here’s a Map of The Forest
@larrykim #CTRHacks
Vs.
Percentile Vs. Average CTR Designation
Bottom 50% n/a DONKEYS
Top 15% 2x
Top 5% 3x
Top 1% 6x UNICORNS
@larrykim #CTRHa...
What About Dynamic Keyword Insertion (DKI)?
@larrykim #CTRHacks
DKI Produces “Above Average” not “Unicorns”
@larrykim #CTRHacks
Unicorn Ads Don’t Rely on DKI
@larrykim #CTRHacks
What About Ad Extensions?
@larrykim #CTRHacks
Ad Extension Help a Little (8-10%) not +5x
@larrykim #CTRHacks
Ad Extensions Won’t Turn Non-
Unicorn Ads into Unicorns
@larrykim #CTRHacks
How to
Write Unicorn Ads?
(The Top 1% of Ads
Based on CTR)
I’ve Built a Unicorn
Detector!
Focus on Keywords with HIGH Commercial Intent
@larrykim #CTRHacks
Most Ads Suck (+95%)
@larrykim #CTRHacks
The Hack: Use EMOTIONAL
Triggers in Ad Copy!
Write Ads From the Perspective of
One of These 4 Personas.
@larrykim #CTRHacks
This Ad Gets 6x Above Average CTR
The Villain: Husband/Mistress
The Hero: Divorce Attorney
Emotion: Anger. Revenge.
@larry...
Note: Everyone Else Sucks!
@larrykim #CTRHacks
And Everyone Else Sucks!
One Does Not Simply
Use The Same Ad as Everyone Else.
Leverage Emotional
Triggers in Ads
Be a Unicorn in a Sea of Donkeys!
Another Unicorn Example:
@larrykim #CTRHacks
Lets Try “Bearer of Bad News”
Angle:
@larrykim #CTRHacks
The New Ad:
Emotion: Fear.
@larrykim #CTRHacks
125% Increase in Appointments Booked
4
9
0 2 4 6 8 10
Positive Twist
Negative Twist
@larrykim #CTRHacks
170% Increase in Call Volumes
10
27
0 5 10 15 20 25 30
Positive Twist
Negative Twist
@larrykim #CTRHacks
FYI: Calls Worth More Than Clicks
Contact rates significantly drop off after 5 minutes.
Why? Declining interest, alternate...
Unicorns Usually Have BOTH higher
CTR & Conversions Rates!
Repeat after me:
I will Leverage Emotional Triggers in Ads
Larry’s #3 AdWords Hack
Eliminate Your Crappy
Keywords and Ads
There’s a Secret Account-
Wide Quality Score.
@larrykim #CTRHacks
• Add Branded Terms With
Insanely high CTR to Raise
Average Quality Scores in
Account.
• Delete The Bottom Third of
your W...
Example Average Account
A mix of above and below-average keywords.
@larrykim #CTRHacks
Average Account = Crap Quality Score
Note: No High Quality Score Keywords at All.
@larrykim #CTRHacks
Example Unicorn Account
Note: Most Keywords in Account are ABOVE Average CTR
@larrykim #CTRHacks
Unicorn Account Has Amazing Quality Score
Note: ALL keywords in this account are QS 10 or 7.
@larrykim #CTRHacks
What’s a Good Quality Score These Days?
Average QS is around 6/10.
@larrykim #CTRHacks
If Your Quality Score is:
•1 to 3: Delete
Immediately.
•4-6: Try to Fix
•7-10: Don’t Mess With
Success / Increase
Budget
T...
Larry’s #2 AdWords Hack:
Go After Specific Audiences Using
Remarketing, RLSA and Custom Audiences
Behold The Awesome Power of
Combining Keyword Search + Audiences
Audiences: They’re Qualified
To Buy Your Stuff
Keyword Ta...
Target search
ads only to
people who
recently visited
your site!
REMARKETING LISTS FOR SEARCH ADS (RLSA)
Users visit your ...
Customer Match Lets You
Target Search, YouTube and
Gmail Ads to Specific Email
Addresses!
Just Upload Email Addresses into Google AdWords
@larrykim #CTRHacks
The Power of Remarketing (RLSA, Customer Match)
Instant Unicorns!!
Click Through Rates
Conversion Rates!
2X
½
2X
Cost Per ...
59% higher ROI than generically targeted
Campaign & 41% higher than RLSA!
Ridiculous ROAS for Customer Match Targeting!
@l...
Email Audience Targeting 3x Conversion
Rate vs. Generic Campaign!
@larrykim #CTRHacks
Email Audience Targeting = 10X CTR vs.
Generically Targeted Keywords
@larrykim #CTRHacks
New
Purchasers
Non-Purchase
Users
Active
Purchasers
Customers
with Expired
Warranty
Abandoned
Shopping Cart
Users
Frequent...
Clone Your Audience List
Using Similar Audiences!
@larrykim #CTRHacks
Gmail Ads Will Get You Top of Inbox
@larrykim #CTRHacks
Behold The Power of Similar Audiences
@larrykim #CTRHacks
Great Keywords/Ads + Audiences:
We’ve Found The Unicorns
Larry’s #1 CTR Boosting Hack:
Turn Top Content Headlines into Ads
Great Ads Should Be Like Click-Bait Headlines
@larrykim #CTRHacks
The SAME Emotions Make People Click on
BOTH Content and Ads
@larrykim #CTRHacks
Thank You!
And Now to Steve of Buzzsumo…
Headlines:
Lessons for marketers from
the most shared headlines
www.buzzsumo.com
Is there a format or structure to viral
headlines that make them resonate?
Are there words and phrases that work
particula...
Many tips on headline writing
Unique Ultra-Specific Urgency Useful
Something
different, fun,
personality
Be clear
what it ...
But what does the data show?
1. Structure of Viral Headlines
Common elements
Emotional
Element
Content
Element
Topic
Element
Format
Element
Promise
Ele...
Structure of Viral Headlines
Format
List post, quiz,
Infographic
Emotional Hook
Emotional word or
superlative
Content Type...
Entertain Warning Helpful
@steverayson #CTRHacks
Webinar Headline Structure
2,500 sign ups
Emotion
Topic
10 Ridiculous Hacks To 5x Click-Through Rates
Promise
Format Conte...
Entertain Warning Helpful
What are the most shared
Trigrams (3 word phrases) in
headlines?
2. Words & Phrases
@steverayson...
Research
Note Research
Trigrams
Monitor
1. Extracted trigrams and bigrams
from the headlines of 1 million
random articles ...
Facebook
Top trigrams in
most shared
content headlines
Research Trigrams MonitorTrigram
Average FB
likes & shares
No
artic...
Are the top trigrams
and headlines the
same across
networks?
Or do we need different
headlines & ad copy for
different net...
Entertain Warning Helpful
Trigram
Average
FB likes &
shares No articles Trigram
Average
Twitter
shares No articles
X pictu...
Entertain Warning Helpful
Review of specific words and phrases that were
highlighted by our research.
Analyzed minimum of ...
Entertain Warning Helpful
Superlative Words FB Twitter LinkedIn
Amazing 15,600 538 14
Inspiring 7,340 125 6
Surprising 2,7...
Entertain Warning Helpful
Analysis Words/Phrases FB Twitter LinkedIn
History of 1,795 58 12
Trends 1,780 311 171
Truth abo...
Ad or headline on LinkedIn might be better using Trends rather than Insights
“10 Economic Trends You Need To Know From New...
Entertain Warning Helpful
Content Type FB Twitter LinkedIn
Pictures 11,452 196 19
Quotes 6,276 180 16
Facts 7,889 285 19
T...
Entertain Warning Helpful
Trigram
Average FB
likes &
shares No articles Trigram
Average
Twitter
shares No articles
X pictu...
Entertain Warning Helpful
Content Format FB Twitter LinkedIn
List: 10 45,063 1,052 134
How to 17,533 1,040 133
Quiz 8,306 ...
For LinkedIn use “How to” to promote the guide e.g.
“How to successfully recruit software engineers”
“How to run a killer ...
Entertain Warning Helpful
Topic FB Twitter LinkedIn
Donald Trump 18,061 514 21
Dog 14,412 286 11
Love 5,587 124 60
Perform...
@steverayson #CTRHacks
Takeaways
Viral headlines
have common
elements and
structures
Research Trigrams MonitorUse the core elements in your
headline and ad...
The words and
phrases that
resonate varies a
lot by network
Research Trigrams MonitorResearch the words/phrases
that work ...
What are the top
Trigrams in your
area?
Run a BuzzSumo most shared search for your topic
Export the results to a csv or Ex...
Research what
works in your area
Research Trigrams Monitor
Specifically:
Superlatives eg Amazing on FB,
Successful on LInk...
Create Better Content
Research, Amplification and Monitoring.
Launch Poll Questions
@steverayson @LarryKim
What if I Told You
What if I Told You
What if I Told You
What if I Told You
What if I Told You
What if I Told You
What if I Told You
What if I Told You
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What if I Told You 10 Ridiculous Hacks to 5X Click-Through Rates

What if I Told You
Your 2% CTR Is That Great

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