Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Top 10 PPC Hacks of All Time - Larry Kim's Presentation for State of Search 2014 in Dallas, TX

27,595 views

Published on

The AdWords ad auction is just another algorithm and any computer algo can be cracked. In this session I’ll review my analysis of $10 Billion in paid search spend and precisely explain how AdWords really works, and how to leverage various idiosyncrasies and system loopholes to generate massive profits using a purely white-hat approach. I’ll also cover a half dozen of the most insanely powerful features that are used by less than 3% of advertisers which have demonstrated ability to increase average returns by +2x each.

Published in: Marketing
  • Be the first to comment

The Top 10 PPC Hacks of All Time - Larry Kim's Presentation for State of Search 2014 in Dallas, TX

  1. 1. The Top 10 PPC Marketing Hacks of All Time! Larry Kim, Founder/CTO, WordStream Nov. 17, 2014
  2. 2. About Larry (@larrykim) 1. Founder & CTO of WordStream 2. Commander of the Google AdWords Quality Score Rebellion 3. Had First Kid 6 Months Ago (#ppckid) Larry Kim (@larrykim) #stateofsearch
  3. 3. Agenda: The Top 5 PPC Hacks of All Time! You are Engaging in PPC Hacks and are a Traitor … Larry Kim (@larrykim) #stateofsearch
  4. 4. FYI -- Slides Posted Here: • http://bit.ly/stateofsearch2014 Larry Kim (@larrykim) #stateofsearch
  5. 5. #10. Hacking Quality Score in AdWords
  6. 6. Understanding the AdWords Auction
  7. 7. Larry Kim (@larrykim) #stateofsearch
  8. 8. How Quality Score Impacts Ad Position • AdWords is Like Real Estate: It’s all about Location! Larry Kim (@larrykim) #stateofsearch
  9. 9. Quality Score Impacts Cost Per Click Larry Kim (@larrykim) #stateofsearch
  10. 10. Quality Score Impacts Impression Share Larry Kim (@larrykim) #stateofsearch
  11. 11. Impression Share 2x More Competitive on Mobile Larry Kim (@larrykim) #stateofsearch
  12. 12. Quality Score Impacts Cost Per Conversion Larry Kim (@larrykim) #stateofsearch
  13. 13. So.. Get a High Quality Score! Duh, Awesome! Larry Kim (@larrykim) #stateofsearch
  14. 14. How is Quality Score Calculated?!
  15. 15. This is The Expected Click Through Rate Curve… Larry Kim (@larrykim) #stateofsearch
  16. 16. Just Beat Account Avg. Expected Click Through Rate!! Larry Kim (@larrykim) #stateofsearch
  17. 17. Quick Recap So Far … • Below Avg. CTR = Low QS • Low QS means… – Less prominent ad positions – Very low impression share – Huge CPC penalties (+400% Tax) – High Cost Per Conversion (+64%) Larry Kim (@larrykim) #stateofsearch
  18. 18. # 9. Hacking Ad CTRs with “Unicorn Ads”
  19. 19. Google Expects (A Lot) More Of Your Ads Larry Kim (@larrykim) #stateofsearch
  20. 20. CONFIDENTIAL – DO Forest vs. Trees
  21. 21. Here’s a Map of the Forrest… Larry Kim (@larrykim) #stateofsearch
  22. 22. Donkeys vs. Unicorns Percentile Vs. Average CTR Designation Bottom 50% n/a DONKEYS Top 15% 2x Top 5% 3x Top 1% 6x UNICORNS Larry Kim (@larrykim) #stateofsearch
  23. 23. CONFIDENTIAL – DO Unicorns Ads (6x Avg. CTR - HOW?!)
  24. 24. CONFIDENTIAL – DO Hunting Unicorn Ads
  25. 25. Keywords With High Commercial Intent Larry Kim (@larrykim) #stateofsearch
  26. 26. What About Dynamic Keyword Insertion? (DKI) Larry Kim (@larrykim) #stateofsearch
  27. 27. DKI Doesn’t Produce as Many Unicorn Ads Larry Kim (@larrykim) #stateofsearch
  28. 28. What About Ad Extensions? Larry Kim (@larrykim) #stateofsearch
  29. 29. How To Write “Unicorn Ads”? (Top 1%, 6x Average CTR)
  30. 30. Most Ads (+90%) Suck. 31Larry Kim (@larrykim) #stateofsearch
  31. 31. The Hack: Ads That Trigger Emotions Larry Kim (@larrykim) #stateofsearch
  32. 32. This Ad Gets 6x Above Avg. CTR Larry Kim (@larrykim) #stateofsearch
  33. 33. Because Everyone Else Sucks Larry Kim (@larrykim) #stateofsearch
  34. 34. These Emotions Make People Click Larry Kim (@larrykim) #stateofsearch
  35. 35. Larry Kim (@larrykim) #stateofsearch
  36. 36. CONFIDENTIAL – DO # 8. Quality Score Sculpting
  37. 37. Crazy Hack To Increase Quality Scores •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 Larry Kim (@larrykim) #stateofsearch
  38. 38. Example Crap Account •Mix of above and below average keywords Larry Kim (@larrykim) #stateofsearch
  39. 39. Example Crap Account • Notice how the account has no high QS keywords! Larry Kim (@larrykim) #stateofsearch
  40. 40. Example Awesome Account • Mostly above average CTR keywords, some below avg. Larry Kim (@larrykim) #stateofsearch
  41. 41. Example Awesome Account • Notice how the account has only high QS keywords! Larry Kim (@larrykim) #stateofsearch
  42. 42. Example Crap Account • Notice how the account has no high QS keywords! Larry Kim (@larrykim) #stateofsearch
  43. 43. Example Crap Account • Notice how the account has no high QS keywords! Larry Kim (@larrykim) #stateofsearch
  44. 44. What’s a Good Quality Score These Days? • Current Average ~5/10 • Previously 7/10 • As average values drift lower, above average QS worth up to 200% more than before! Larry Kim (@larrykim) #stateofsearch
  45. 45. So What To Do With My Keywords? • If Your Keyword’s Quality Score is… – 1 to 3: Delete Immediately – 4 to 6: Fix / Optimize – 7 to 10: Don’t Mess with Success Larry Kim (@larrykim) #stateofsearch
  46. 46. CONFIDENTIAL – DO # 7. Remarketing Lists for Search Ads (RLSA) CTR Hack
  47. 47. Remarketing Lists for Search Ads (RLSA) • Customize Ads To Users Who Previously Visited Your Site • On Average: – Doubles Click Through Rates (Raises Quality Score) – Cuts CPC’s in Half!! Larry Kim (@larrykim) #stateofsearch
  48. 48. CONFIDENTIAL – DO # 6. Quality Score for Google Display Network = Insanely Low CPC’s
  49. 49. A 0.1% +/- in CTR yields +/- 20% in CPC! Quality Score Exists on Google Display Network!! Higher CTR = Lower CPC Higher CTR = Lower CPC Larry Kim (@larrykim) #stateofsearch
  50. 50. The Hack: Make Display Ads With Very High CTR Larry Kim (@larrykim) #stateofsearch
  51. 51. About Those “Display Ads”… • 67.5% of Display Ads are Plain Text Ads! Larry Kim (@larrykim) #stateofsearch
  52. 52. CTR of “Display Ads” Based on Ad Format Ad Format on Google Display Network Click Through Rate Text ads that are formatted as Images 0.23% True Image ads 0.31% Larry Kim (@larrykim) #stateofsearch
  53. 53. Huge Tax on “Text Display Ads” vs. True Image Ads Google Display Network Ad Format CPC (USD) Text $2.31 Custom Image $0.48 Larry Kim (@larrykim) #stateofsearch
  54. 54. 1. Push Display Ads To Your Offers Larry Kim (@larrykim) #stateofsearch
  55. 55. Do a Conversion Path Analysis Define audience segments using the pages that most often lead to a conversion event Larry Kim (@larrykim) #stateofsearch
  56. 56. Conversion Rates vs. Ad Impressions Larry Kim (@larrykim) #stateofsearch Conversion Rates Double With More Ad Impressions!
  57. 57. 2. Push Display Ads to Content Larry Kim (@larrykim) #stateofsearch
  58. 58. ~5% of Blog Content Gets ~50% of Social Shares Promote These Top 5% of Articles!!! Larry Kim (@larrykim) #stateofsearch
  59. 59. These Emotions Make People Click on Things Larry Kim (@larrykim) #stateofsearch
  60. 60. The Hack: Make Display Ads Look More Like Content Larry Kim (@larrykim) #stateofsearch
  61. 61. CONFIDENTIAL – DO # 5. Get 3x More Impressions on Google Display Network
  62. 62. 14 Display Ad Formats on GDN • Vertical rectangle: 240 x 400 • Mobile leaderboard: 320 x 50 • Banner: 468 x 60 • Leaderboard: 728 x 90 • Square: 250 x 250 • Small square: 200 x 200 • Large rectangle: 336 x 280 • Inline rectangle: 300 x 250 • Skyscraper: 120 x 600 • Wide skyscraper: 160 x 600 • Half-page: 300 x 600 • Etc. Larry Kim (@larrykim) #stateofsearch
  63. 63. Different Ad Formats Don’t Compete With Each Other Larry Kim (@larrykim) #stateofsearch
  64. 64. Diversify Your Ad Formats = 3x Impressions Ad Format Share of Impressions Leader board (728 x 90) 25.5% Inline rectangle (300 x 250) 25.1% Banner (468 x 60) 12.0% Wide skyscraper (160 x 600) 10.1% Large Rectangle (336 x 280) 8.6% Mobile leaderboard (320 x 50) 7.4% Half-page (300 x 600) 4.3% Square (250 x 250) 2.8% Larry Kim (@larrykim) #stateofsearch
  65. 65. CONFIDENTIAL – DO # 4. Crazy Mobile Hack to Triple Conversions
  66. 66. Mobile is Very Different… OMG a Call Button!! Larry Kim (@larrykim) #stateofsearch
  67. 67. Call Extensions Change Everything!! 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!! Larry Kim (@larrykim) #stateofsearch
  68. 68. Forget Mobile Sites and Landing Pages! Larry Kim (@larrykim) #stateofsearch
  69. 69. CONFIDENTIAL – DO # 3. New Gmail Ads!
  70. 70. Larry Kim (@larrykim)Larry Kim (@larrykim) #stateofsearch
  71. 71. Subject Line and Teaser … Larry Kim (@larrykim) #stateofsearch
  72. 72. Email Ad! Larry Kim (@larrykim) #stateofsearch
  73. 73. The Hack: Target Your Competitor’s Emails Larry Kim (@larrykim) #stateofsearch
  74. 74. # 2. New People Based PPC Marketing!
  75. 75. Facebook “People Advertising” Larry Kim (@larrykim) #stateofsearch
  76. 76. Twitter, Too! Larry Kim (@larrykim) #stateofsearch
  77. 77. The Hack: Think of PPC More Like Email Mktg. Email Marketing • Limit Number of Blasts To Reduce Unsubscribes • 0.5-2% Unsubscribes Each Blast • People Need To Opt Into Your List • Tons of Unqualified Emails on the List People Based Marketing • N/A • N/A • N/A • N/A Larry Kim (@larrykim) #stateofsearch
  78. 78. # 1. First Mover Advantage
  79. 79. +1000 New Features Every Year!! Larry Kim (@larrykim) #stateofsearch
  80. 80. TrueView Ads in YouTube! Larry Kim (@larrykim) #stateofsearch
  81. 81. +Post Ads for Google+ Larry Kim (@larrykim) #stateofsearch
  82. 82. My Google+ Story… Larry Kim (@larrykim) #stateofsearch
  83. 83. Google+ Visibility Before and After! After Before Larry Kim (@larrykim) #stateofsearch
  84. 84. Summary: The Top 10 AdWords Hacks of All Time! 1. Say No to Low CTR! 2. Unicorn Ads Get +6x Average CTR 3. Delete Crap in Your Account 4. RLSA 2x CTR, 1/2 CPC 5. Quality Score on Google Display Network = Cheap Clicks 6. Hacks to Get More Ad Impressions on GDN 7. Triple Conversion Rate with Mobile 8. Get in People’s Gmail Inboxes! 9. Target Specific People on Facebook and Twitter 10.Always be First Mover! Larry Kim (@larrykim) #stateofsearch
  85. 85. Flywheel Effect: Paid Don’t Settle For Average – Be a Unicorn Among a Sea of Donkeys!
  86. 86. Thank You #stateofsearch! Slides: bit.ly/stateofsearch2014 Larry Kim (@larrykim) #stateofsearch

×