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MNSearch Weirdest Introduction to PPC

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an unusual introduction to PPC and AdWords

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MNSearch Weirdest Introduction to PPC

  1. 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1 The Weirdest Intro to PPC Ever! 10+ Years of PPC Experience in Just 40 Minutes Larry Kim, Founder/CTO, WordStream June 27, 2014
  2. 2. Win One of Two $25 Amazon Gift Cards!! • Include the hashtag #wordstream and me (@larrykim) in your tweets • Prizes Awarded For: –Best Tip –Funniest Tweet Larry Kim (@larrykim) #mnsearch
  3. 3. About Me Larry Kim (@larrykim) • Founder & CTO of WordStream • Commander of the Google AdWords Quality Score Rebellion • Had a Kid 7 Weeks Ago (#ppckid) Larry Kim (@larrykim) #wordstream
  4. 4. Today’s Agenda: Weirdest Intro to PPC Ever 1. How AdWords Really Works 2. Winning at AdWords the Weird Way – Tips for Writing Killer Ads / Picking Keywords – Tips for Writing Amazing Offers – User Context & Mobile Search – Converting Customers with Remarketing Larry Kim (@larrykim)
  5. 5. CONFIDENTIAL – DO NOT DISTRIBUTE 5 Pick the Red or Blue Pill
  6. 6. The Rules of the AdWords Game
  7. 7. Understanding the AdWords Auction CONFIDENTIAL – DO NOT DISTRIBUTE 7
  8. 8. How Quality Score Impacts Ad Position • AdWords is Like Real Estate: It’s all about Location! Larry Kim (@larrykim) #mnsearch
  9. 9. How is Quality Score Calculated?
  10. 10. Google Expects WAY More of Your Ads! Larry Kim (@larrykim) #mnsearch
  11. 11. QS is Based on Your CTR vs. Expected CTR! Larry Kim (@larryim) #mnsearch
  12. 12. What’s an Average Quality Score in 2014?
  13. 13. Avg. Quality Score Has Been Falling. • Today, average score is 5/10. Previously was 7/10! Larry Kim (@larrykim) #mnsearch
  14. 14. How Does Quality Score Impact Cost Per Click?
  15. 15. How Quality Score Impacts Actual CPC Larry Kim (@larrykim) #mnsearch
  16. 16. CONFIDENTIAL – DO NOT DISTRIBUTE 17
  17. 17. How Does Quality Score Impact Impressions?
  18. 18. Impression Share vs. Quality Score • AdWords is Like Real Estate: It’s all about Location! Larry Kim (@larrykim) #wordstream #mnsearch
  19. 19. How Does Ad Position Impact Conversion Rates?
  20. 20. Do Certain Ad Positions Convert Better?? Larry Kim (@larrykim)
  21. 21. Conv. Rate vs. Average Search Position Larry Kim (@larrykim)
  22. 22. How Does Quality Score Impact Cost Per Action?
  23. 23. Cost Per Conversion Greatly Impacted by QS Larry Kim (@larrykim) #mnsearch
  24. 24. The Impact of Quality Score on Cost Per Conversion Larry Kim (@larrykim) #mnsearch
  25. 25. But High QS Not Possible In My Industry! Larry Kim (@larrykim) #wordstream
  26. 26. B2B Industry Quality Scores Larry Kim (@larrykim) #mnsearch
  27. 27. Finance Industry Quality Scores Larry Kim (@larrykim) #mnsearch
  28. 28. Ecommerce Industry Quality Scores Larry Kim (@larrykim) #wordstream
  29. 29. But Google Says Don’t Obsess Over QS! Larry Kim (@larrykim) #wordstream
  30. 30. “Low CTR” = Losing PPC Strategy
  31. 31. Quick Recap 1. Below Avg. CTR = Low QS 2. Low CTR ads:  Have Lower Ad Positions (Fewer Clicks)  Often don’t even get displayed  Get penalized w/ up to 400% higher CPCs  Have up to 64% higher cost per conversion Larry Kim (@larrykim) #mnsearch
  32. 32. The High CTR Game for AdWords 1. Be Very Picky. Bid on Only the Best Keywords and Get HIGH CTRs. 2. Delete Junk Keywords (Bottom Third of your Account) Larry Kim (@larrykim) #mnsearch
  33. 33. How To Write Insanely Great PPC Ads
  34. 34. What’s a Good CTR? Larry Kim (@larrykim) #mnsearch
  35. 35. • Even the “Winner” is a Loser! CONFIDENTIAL – DO NOT DISTRIBUTE 37
  36. 36. Your Best Ad Might Be Crap Larry Kim (@larrykim) #mnsearch
  37. 37. How Great Can My CTR Be?? (You’d be surprised)
  38. 38. Click Through Rate Varies A Lot!! Larry Kim (@larrykim) #mnsearch
  39. 39. Some Ads Do 2x, 3x or 6x Above Avg!? Larry Kim (@larrykim) #mnsearch
  40. 40. 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) #mnsearch
  41. 41. @larrykim Ad Unicorns?! (6x Avg. CTR!)
  42. 42. Ad Text Testing • 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
  43. 43. 1. Keywords With High Commercial Intent Larry Kim (@larrykim) #mnsearch
  44. 44. Does Dynamic Keyword Insertion Matter?
  45. 45. What is Dynamic Keyword Insertion? Larry Kim (@larrykim) #mnsearch
  46. 46. 2. Dynamic Keyword Insertion (DKI) Larry Kim (@larrykim) #mnsearch
  47. 47. 2. DKI Doesn’t Produce As Many Unicorns Larry Kim (@larrykim) #mnsearch
  48. 48. Do Ad Extensions Matter?
  49. 49. What Are “Ad Extensions”? 51 Larry Kim (@larrykim) #mnsearch
  50. 50. 3. Ad Extensions Impact on Click Through Rate Larry Kim (@larrykim) #mnsearch
  51. 51. 3. Ad Extensions Impact on Quality Scores Larry Kim (@larrykim) #mnsearch
  52. 52. How To Write “Unicorn” Ads
  53. 53. 4. Most Ads Suck. Create Emotional Ads. 55 Larry Kim (@larrykim) #mnsearch
  54. 54. Creating “Emotional” Ads Larry Kim (@larrykim) #mnsearch
  55. 55. An Example: Larry Kim (@larrykim) #mnsearch
  56. 56. Versus… Larry Kim (@larrykim) #mnsearch
  57. 57. You Need To Test 100 Ads To Find 1 Unicorn.
  58. 58. 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) #mnsearch
  59. 59. You’re Not Testing as Many Ads as You Think… Larry Kim (@larrykim) #mnsearch
  60. 60. It’s Not as Hard As You Think
  61. 61. Most Small Businesses Aren’t That Active Larry Kim (@larrykim) #wordstream #mnsearch
  62. 62. 85% of Impressions are From 5% of Ads Larry Kim (@larrykim) #mnsearch
  63. 63. Converting Clicks Into Leads
  64. 64. The Great Landing Page Optimization Fairy Tale • We Changed the: – Font Type – Spacing – Button Color – Image – Etc. • We got a 5% Increase in Conversions!!* Larry Kim (@larrykim) #mnsearch
  65. 65. Typical Conversion Rate Optimization Test • PTD- Premature Testing Dilemma (aka “Optimizatitis”) – The Early Lead Disappears! – We want to believe our hard work paid off but we are often deluding ourselves… Larry Kim (@larrykim) #mnsearch
  66. 66. Conventional Landing Page Optimization is Over-Rated • Small Changes Result in Small Changes • The x% Increase you think you got probably isn’t significant! Larry Kim (@larrykim) #mnsearch
  67. 67. Re-Arranging Deck Chairs On the Titanic Larry Kim (@larrykim) #mnsearch
  68. 68. What’s a Good Conversion Rate?
  69. 69. What’s a Good Conversion Rate? Larry Kim (@larrykim) #mnsearch
  70. 70. 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
  71. 71. “top 10% of accounts have a CVR 3x average” rule Larry Kim (@larrykim) #mnsearch 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%
  72. 72. Aim For 2-5x Increases Not 2-5%! Larry Kim (@larrykim) #mnsearch
  73. 73. @larrykim Landing Page Unicorns?! (+3x Avg. Conversion Rate!)
  74. 74. What Do Landing Page Unicorns Look Like?
  75. 75. 1. Change The Offer Larry Kim (@larrykim) #wordstream
  76. 76. The New Offer: CONFIDENTIAL – DO NOT DISTRIBUTE 78
  77. 77. How to Know if your Offer Stinks • Average or Below Average Conversion Rates • Ask Your Customer! CONFIDENTIAL – DO NOT DISTRIBUTE 79
  78. 78. 2. Change The Flow. Larry Kim (@larrykim) #mnsearch
  79. 79. 2. New Flow: Registration At End Larry Kim (@larrykim) #mnsearch
  80. 80. Another Example of Changing The Flow Larry Kim (@larrykim) #mnsearch
  81. 81. Changing the Flow: Let Them Choose Larry Kim (@larrykim) #mnsearch
  82. 82. You Need To Try Out 10 Landing Pages To Find 1 Unicorn
  83. 83. 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)
  84. 84. Larry Kim (@larrykim)
  85. 85. This is the same landing page with different spacing… Larry Kim (@larrykim) #mnsearch
  86. 86. Again, It’s Not as Hard AsYou Think
  87. 87. 80% of Traffic Goes to 10% of Landing Pages Larry Kim (@larrykim) #mnsearch
  88. 88. The Bar for Landing Page Excellence is (Very) Low Larry Kim (@larrykim) #mnsearch
  89. 89. You Don’t Need Dozens of Landing Pages… Larry Kim (@larrykim) #mnsearch
  90. 90. But You Don’t Need Dozens of Landing Pages… Larry Kim (@larrykim) #mnsearch
  91. 91. Understanding Mobile PPC
  92. 92. Larry Kim (@larrykim) Source: BIA/Kelsey
  93. 93. Larry Kim (@larrykim) OMG a Call Button!!
  94. 94. Larry Kim (@larrykim) #mnsearch Call Extensions Radically Change The Flow! Calls to Businesses worth on Average 3x More Than Clicks to Websites!! 4. Captured Lead 2. Calls Business 2. Clicks On Ad Desktop Search Conversion Funnel 3% Avg. Conversion Rate Mobile Conversion Funnel 1. Sees Ad 1. Sees Ad 3. Visits Website Landing Page 3. Lead Captured!!
  95. 95. Larry Kim (@larrykim) No, You Don’t Need A Mobile Website!
  96. 96. Larry Kim (@larrykim) #mnsearch Avg. CTR Drops Off VERY Fast on Mobile
  97. 97. Larry Kim (@larrykim) #mnsearch Mobile Impression Share VERY Competitive
  98. 98. Converting Traffic with Remarketing
  99. 99. Typical Conversion Rates Are in Single Digits of people who visit a website leave without completing the actions marketers want them to take ~97% Your Ad Your Site X - of people abandon their shopping cart without completing a purchase 70% Larry Kim (@larrykim) #mnsearch
  100. 100. How Remarketing Works Larry Kim (@larrykim) #mnsearch
  101. 101. Typical Reach of Remarketing… 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 Larry Kim (@larrykim) #mnsearch
  102. 102. Audience Definition Strategy • Funnel and Product Based List Segmentation Larry Kim (@larrykim) #mnsearch
  103. 103. WordStream’s Remarketing Ads • Ads that both reinforce your brand while driving to a conversion! Larry Kim (@larrykim) #mnsearch
  104. 104. Impact on Repeat User Rate • New Visitor Rate Fell From 79.8% to 66.63% • (Meaning, Visitors are Now Returning) Larry Kim (@larrykim) #mnsearch
  105. 105. Impact on User Engagement • Time on Site Increased from 1:33 to 4:35 (TRIPLED!!) Larry Kim (@larrykim) #mnsearch
  106. 106. Remarketing = Your Secret Weapon Larry Kim (@larrykim) #mnsearch
  107. 107. 1. Delete Bottom Third of your Search Marketing Campaigns 2. Redeploy Budget to Remarketing!! Crazy PPC Strategy!! Larry Kim (@larrykim) #mnsearch
  108. 108. Summary: Weirdest Intro to PPC Ever 1. Just Say No to Low CTR! 2. Write Insane Ads that Get 3x Avg. CTR 3. Crazy Offers that Get 3x Conversion Rates 4. Use Mobile Search to Triple ROI 5. Convert Customers with Remarketing Larry Kim (@larrykim) #mnsearch
  109. 109. Thank You MNSearch & ThinkSEM! Larry Kim (@larrykim) #mnsearch

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