Presenters:Larry Kim | Founder, CTO of WordstreamSean Quadlin | Writer and account manager at PPC Hero & Hanapin Marketing...
Speaker Introductions2• Larry Kim– Founder, CTO, WordStream, Inc.– Been doing PPC & SEO for +10 Years!– 5 Years ago, start...
• Why Click Through Rate (CTR) Matters in Search• 10 Tips on Improving CTR!• Your QuestionsToday’s Agenda33&
Take Part in Live Blogging on Twitter / Google+• Include the hashtag#thinkppcin your Twitter tweets, Google+status updates...
Live-Poll Question 1Question 1: How long have you been in PPC?#thinkppcA. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ ye...
Live-Poll Question 2Question 2: How do you manage your account(s)?#thinkppca) I manage it myself.b) I’m part of a team tha...
Why Should You Care about Click Through Rate (CTR)?77&Translation: Higher CTR = Higher Average Quality Score
Why Should You Care About Quality Score?88&Translation: Higher Quality = Lower Average CPA
Summary: CTR Matters Because You’ll Get on Average…• Higher Quality Score (Higher Ad Position and Lower CPC)• Lower CPA’sN...
How To Raise Your Click Through Rate!• Presenting 10 ideas on how to raise your CTR!1010&
10) First, Measure Your Click Through Rate11• In order to optimize your CTR you need to know what your CTRlooks like vs. w...
Quit Complaining and Get Something Done12• More than half of accounts do nothing at all each week12&
9) Put Low CTR Keywords Under the Microscope1313&Are you targetingthe right things?
9) Put Low CTR Keywords Under the Microscope1414&Establish a baseline(Make sure it’s the right baseline)Look at what’s low...
9) Put Low CTR Keywords Under the Microscope1515&Does the keyword makesense?Optimize Get rid of it
8) Use All Applicable Ad Extensions16• In order to optimize your CTR you need to know what your CTRlooks like to get a sen...
Many Ad Extensions to Choose From!1717&
7) Stop Targeting Broad/Phrase Match (or at least stop targetingthem as much)1818&
7) Stop Targeting Broad/Phrase Match (or at least stop targetingthem as much)1919&Two Tacticsto TryAd groups bymatch typeL...
6) Bid on Branded Terms (including competitor brands)2020&
Higher Account CTR RaisesQS Across Account21
Live-Poll Question 3Question 3: What aspects of your ads do you test most frequently?#thinkppca) Headlinesb) Calls to Acti...
2323&Display Network Webinar-Inside-Another-Webinar
5) Use Different Ad Formats2424&Display Network Webinar-Inside-Another-Webinar
5) Use Different Ad Formats2525&Display Network Webinar-Inside-Another-Webinarhttp://www.ppchero.com/redbop-winner-how-to-...
4) Frequency Cap Your Campaigns2626&Display Network Webinar-Inside-Another-Webinar
4) Frequency Cap Your Campaigns2727&Display Network Webinar-Inside-Another-Webinar
4) Frequency Cap Your Campaigns2828&Display Network Webinar-Inside-Another-Webinar
4) Frequency Cap Your Campaigns2929&Display Network Webinar-Inside-Another-Webinar
4) Frequency Cap Your Campaigns3030&Display Network Webinar-Inside-Another-Webinar
3) Most Ads Suck. Create Emotional Ads.3131&
Creating “Emotional” Ads
Example
2) Raise Your Bids3434&
2) Raise Your Bids3535&Average positionmatters. Top vs. sidematters possiblyeven more.
2) Raise Your Bids3636&Higher average position/top of page rategenerally means a higher CTRHOWEVER – Higher bidsgenerally ...
2) Raise Your Bids3737&Be smart about it. Survive the blast.
1) Use Negative Keywords3838&CTR = Clicks / Impressions• Fewer dumb impressions = higher CTR• How to find Negative Keyword...
Use Negative Keyword Tools3939&
4040&Friendly Reminder• CTR is a hugely important metric, but it isn’tthe only metric• Think about profit/CPA/ROAS/time on...
Live Poll Question 441Q: Would you like…• A Free Trial of WordStream• A free one-on-one solutions blueprint/account assess...
Your Questions42Thank you for attending WordStream& Hanapin Marketing’s PPCOptimization Clinic webinar. #ppcclinicDon’t fo...
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10 Ways You Can increase your PPC CTR

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The best account managers know that effective PPC is all about strategy. Long-term data, ad testing, and copy refreshes take time and thoughtful examination. But here’s a secret: There are more than a few things you can do RIGHT NOW to boost your click-through-rate today.

Join Hanapin Marketing’s Sean Quadlin and Wordstream’s Larry Kim as they discuss 10 simple things you can to increase your CTR right away

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10 Ways You Can increase your PPC CTR

  1. 1. Presenters:Larry Kim | Founder, CTO of WordstreamSean Quadlin | Writer and account manager at PPC Hero & Hanapin Marketing10 Ways You Can increase Click-Through Rate Today&HOSTED BY:
  2. 2. Speaker Introductions2• Larry Kim– Founder, CTO, WordStream, Inc.– Been doing PPC & SEO for +10 Years!– 5 Years ago, started WordStream!– We’re the provider of the AdWords Grader and20 Minute PPC Work Week• Sean Quadlin– Account Manager at Hanapin Marketing andBlogger at PPC Hero– Manages clients in education, publishing,software as a service and more– Focuses primarily on lead generation– PPCHero.com is the leading site for PPCStrategies, News and Information&
  3. 3. • Why Click Through Rate (CTR) Matters in Search• 10 Tips on Improving CTR!• Your QuestionsToday’s Agenda33&
  4. 4. Take Part in Live Blogging on Twitter / Google+• Include the hashtag#thinkppcin your Twitter tweets, Google+status updates, etc.44&
  5. 5. Live-Poll Question 1Question 1: How long have you been in PPC?#thinkppcA. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years55&
  6. 6. Live-Poll Question 2Question 2: How do you manage your account(s)?#thinkppca) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.66&
  7. 7. Why Should You Care about Click Through Rate (CTR)?77&Translation: Higher CTR = Higher Average Quality Score
  8. 8. Why Should You Care About Quality Score?88&Translation: Higher Quality = Lower Average CPA
  9. 9. Summary: CTR Matters Because You’ll Get on Average…• Higher Quality Score (Higher Ad Position and Lower CPC)• Lower CPA’sNote: This is on average. (There are always exceptions to an average!)99&
  10. 10. How To Raise Your Click Through Rate!• Presenting 10 ideas on how to raise your CTR!1010&
  11. 11. 10) First, Measure Your Click Through Rate11• In order to optimize your CTR you need to know what your CTRlooks like vs. what CTR is expected.• Use AdWords Grader for Free:http://www.wordstream.com/google-adwords11&
  12. 12. Quit Complaining and Get Something Done12• More than half of accounts do nothing at all each week12&
  13. 13. 9) Put Low CTR Keywords Under the Microscope1313&Are you targetingthe right things?
  14. 14. 9) Put Low CTR Keywords Under the Microscope1414&Establish a baseline(Make sure it’s the right baseline)Look at what’s lower than the baseline(spend the most time on highest impression keywords)
  15. 15. 9) Put Low CTR Keywords Under the Microscope1515&Does the keyword makesense?Optimize Get rid of it
  16. 16. 8) Use All Applicable Ad Extensions16• In order to optimize your CTR you need to know what your CTRlooks like to get a sense of what is possible.• Use AdWords Grader for Free:http://www.wordstream.com/google-adwords16&
  17. 17. Many Ad Extensions to Choose From!1717&
  18. 18. 7) Stop Targeting Broad/Phrase Match (or at least stop targetingthem as much)1818&
  19. 19. 7) Stop Targeting Broad/Phrase Match (or at least stop targetingthem as much)1919&Two Tacticsto TryAd groups bymatch typeLabeling yourquestionablekeywords
  20. 20. 6) Bid on Branded Terms (including competitor brands)2020&
  21. 21. Higher Account CTR RaisesQS Across Account21
  22. 22. Live-Poll Question 3Question 3: What aspects of your ads do you test most frequently?#thinkppca) Headlinesb) Calls to Actionc) Specific Benefitsd) Display URLse) Other stuff (punctuation, title case, etc.)2222&
  23. 23. 2323&Display Network Webinar-Inside-Another-Webinar
  24. 24. 5) Use Different Ad Formats2424&Display Network Webinar-Inside-Another-Webinar
  25. 25. 5) Use Different Ad Formats2525&Display Network Webinar-Inside-Another-Webinarhttp://www.ppchero.com/redbop-winner-how-to-create-display-image-ads-with-no-creative-resources/
  26. 26. 4) Frequency Cap Your Campaigns2626&Display Network Webinar-Inside-Another-Webinar
  27. 27. 4) Frequency Cap Your Campaigns2727&Display Network Webinar-Inside-Another-Webinar
  28. 28. 4) Frequency Cap Your Campaigns2828&Display Network Webinar-Inside-Another-Webinar
  29. 29. 4) Frequency Cap Your Campaigns2929&Display Network Webinar-Inside-Another-Webinar
  30. 30. 4) Frequency Cap Your Campaigns3030&Display Network Webinar-Inside-Another-Webinar
  31. 31. 3) Most Ads Suck. Create Emotional Ads.3131&
  32. 32. Creating “Emotional” Ads
  33. 33. Example
  34. 34. 2) Raise Your Bids3434&
  35. 35. 2) Raise Your Bids3535&Average positionmatters. Top vs. sidematters possiblyeven more.
  36. 36. 2) Raise Your Bids3636&Higher average position/top of page rategenerally means a higher CTRHOWEVER – Higher bidsgenerally mean higherCPCs. So be careful.
  37. 37. 2) Raise Your Bids3737&Be smart about it. Survive the blast.
  38. 38. 1) Use Negative Keywords3838&CTR = Clicks / Impressions• Fewer dumb impressions = higher CTR• How to find Negative Keywords?!!
  39. 39. Use Negative Keyword Tools3939&
  40. 40. 4040&Friendly Reminder• CTR is a hugely important metric, but it isn’tthe only metric• Think about profit/CPA/ROAS/time on site.– Make sure you’re also tracking what happens afterthe click
  41. 41. Live Poll Question 441Q: Would you like…• A Free Trial of WordStream• A free one-on-one solutions blueprint/account assessment withHanapin Marketing (for accounts with over $20,000/ month inspend).41&
  42. 42. Your Questions42Thank you for attending WordStream& Hanapin Marketing’s PPCOptimization Clinic webinar. #ppcclinicDon’t forget to sign up for a Free Trial of WordStream:http://www.wordstream.com/ppc-free-trialSign up for a Free Solutions Blueprint from Hanapin Marketinghttp://www.hanapinmarketing.com/solutions-blueprint-sign-upOr contact us directly:Larry Kimlkim@wordstream.comhttp://twitter.com/larrykimSean Quadlinsean.quadlin@hanapinmarketing.comhttp://twitter.com/seanquadlin42&

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