From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: The Great Campaign Structure & Match Type Debate. PRESENTATION: Management Friendly Alpha-Beta - Given by Caitlin Halpert, @caitlin_halpert - 3Q Digital, Account Director. #SMX #23B
Don’t let your business become another blooper with money-wasting ads.
A WordStream study found that a typical small business advertiser wastes 25% of total spend on average — missing out on tons of opportunities and sales. We’ve brought two of the most renowned paid search experts together to show you how to monitor and optimize your account to reach full potential in traffic and profits.
Larry Kim of WordStream and David Szetela of Bruce Clay will present their favorite, most cringe-worthy AdWords bloopers, so you can avoid these mistakes and stop throwing away your budget.
During this webinar, you'll learn how to avoid:
-Mistakes with conversion tracking
-Mishaps resulting from poor account structure
-Display targeting blunders that reach the wrong audience
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Mining, Refining & Minting Success With AdWords Display & Video. PRESENTATION: Mining and Refining Google Display: Setup Targeting and Conversion Optimization Tips - Given by Laura Thieme, @bizwatchlaura - Bizwatch, CEO. #SMX #14B
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: What Would Beyonce Do? 5 Fierce PPC Tactics To Make Your Account A Superstar. PRESENTATION: What Would Beyonce Do? 5 Fierce PPC Tactics To Make Your Account A Superstar - Given by Maddie Cary, @MaddieMarketer - Point It, Senior Client Manager. #SMX #13B1
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Competitive Research For SEM. PRESENTATION: Brand Keywords - The Truth About Your Competitors - Given by David Naffziger, @davenaff - BrandVerity, CEO. #SMX #32B
Need to make a BIG impact, in not a lot of time? Lucky for you, you can significantly improve your AdWords results in JUST 20 minutes per week and we'll show you how!
Join the webinar to learn:
-How just 20 minutes per week can positively affect your AdWords Performance
-Tips & Tricks perfect for even the busiest business owner
-5 actionable tips to turn "Oops," to "YES!" in AdWords
-Real examples so you can walk away and start implementing in your account today.
HeroConf 2015: Leveraging Geography for PPC SuccessAmy Bishop
Last week, I had the opportunity to speak about optimizing for geography at HeroConf. Unfortunately, when we take over accounts, we generally see that geography was set up at campaign launch, never to be changed again. This was the premise for my session. There are many efficiencies to be gained by fluidly monitoring and optimizing to geographic data. The engines have even set the precedent by creating geographic bid modifiers but modifiers are still somewhat shallow in terms of the optimizations that are possible. Take a look at this deck to learn more about analyses and optimizations that you can make within your accounts.
For more insight, I've detailed the analyses and optimizations on the Clix blog: http://wp.me/p4WzE-1iV
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: The Great Campaign Structure & Match Type Debate. PRESENTATION: Management Friendly Alpha-Beta - Given by Caitlin Halpert, @caitlin_halpert - 3Q Digital, Account Director. #SMX #23B
Don’t let your business become another blooper with money-wasting ads.
A WordStream study found that a typical small business advertiser wastes 25% of total spend on average — missing out on tons of opportunities and sales. We’ve brought two of the most renowned paid search experts together to show you how to monitor and optimize your account to reach full potential in traffic and profits.
Larry Kim of WordStream and David Szetela of Bruce Clay will present their favorite, most cringe-worthy AdWords bloopers, so you can avoid these mistakes and stop throwing away your budget.
During this webinar, you'll learn how to avoid:
-Mistakes with conversion tracking
-Mishaps resulting from poor account structure
-Display targeting blunders that reach the wrong audience
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Mining, Refining & Minting Success With AdWords Display & Video. PRESENTATION: Mining and Refining Google Display: Setup Targeting and Conversion Optimization Tips - Given by Laura Thieme, @bizwatchlaura - Bizwatch, CEO. #SMX #14B
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: What Would Beyonce Do? 5 Fierce PPC Tactics To Make Your Account A Superstar. PRESENTATION: What Would Beyonce Do? 5 Fierce PPC Tactics To Make Your Account A Superstar - Given by Maddie Cary, @MaddieMarketer - Point It, Senior Client Manager. #SMX #13B1
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Competitive Research For SEM. PRESENTATION: Brand Keywords - The Truth About Your Competitors - Given by David Naffziger, @davenaff - BrandVerity, CEO. #SMX #32B
Need to make a BIG impact, in not a lot of time? Lucky for you, you can significantly improve your AdWords results in JUST 20 minutes per week and we'll show you how!
Join the webinar to learn:
-How just 20 minutes per week can positively affect your AdWords Performance
-Tips & Tricks perfect for even the busiest business owner
-5 actionable tips to turn "Oops," to "YES!" in AdWords
-Real examples so you can walk away and start implementing in your account today.
HeroConf 2015: Leveraging Geography for PPC SuccessAmy Bishop
Last week, I had the opportunity to speak about optimizing for geography at HeroConf. Unfortunately, when we take over accounts, we generally see that geography was set up at campaign launch, never to be changed again. This was the premise for my session. There are many efficiencies to be gained by fluidly monitoring and optimizing to geographic data. The engines have even set the precedent by creating geographic bid modifiers but modifiers are still somewhat shallow in terms of the optimizations that are possible. Take a look at this deck to learn more about analyses and optimizations that you can make within your accounts.
For more insight, I've detailed the analyses and optimizations on the Clix blog: http://wp.me/p4WzE-1iV
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Keyword Research & Copywriting For Search Success. PRESENTATION: Taking Your Content To The Next Level - Given by Christine Churchill, @keyrelevance - KeyRelevance, President. #SMX #11D
The key to getting ahead in AdWords is knowing who your competition is, and how to win customers before they do. Our experts will cover everything you need to know to build a competitive campaign that will land you customers - every time.
Our live webinar will cover:
- How to identify your biggest competitors within any industry
- What makes a competitive campaign differ from a branding campaign
- The best way to use ad copy to gain the competitive advantage
Using Alpha / Beta … Build-out
campaigns by geo, day parting,
product, budgets, profit margins and
more. Bottom line is “workflow
efficiency”. Do you have the
manpower or not?!
Restructure your account… split,
merge, skag, skam, but do it all with
purpose and attention to detail.
PPC is an art and a skill worth
mastering!
Breaking news!!
Google is announcing their latest round of AdWords products, features and research, and we want to help you understand what's coming. Our founder, Larry Kim, will attend the announcement in person and will break down everything you need to know in regards to these changes so that you are fully prepared for them.
Join the webinar to learn:
-How these changes will impact your account
-What these changes really mean for you
-The best way to take full advantage of the changes
Discover the 3 Key Elements of High Revenue-Generating Digital Marketing Cam...semrush_webinars
Building a Digital Marketing Campaign takes good planning and a precise execution which can take up a lot of your time and energy. And let’s face it…to be effective online you have to be fast at building these high converting campaigns, launching them, testing them and improving them without hassle.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: PPC Hacks, Tips, & Tricks - How To Optimize Your Time. PRESENTATION: 10 PPC Hacks, Tips and Tricks to Optimize Your Time - Given by Kim Thomas, @PPCkimpossible - Wheelhouse Search, Director of Digital Advertising. #SMX #24C1
From the SMX West Conference in San Jose, California March 21-23, 2017. SESSION: Fun (And Profit!) With Dynamic Ads. PRESENTATION: Stop Being Boring: Take Your DSA Strategy to the Next Level - Given by Michelle Morgan, @michellemsem - Clix Marketing, Director of Client Services. #SMX #13B
Ask The Experts: Out-competing Amazon on the Google SERP Over Black FridayTinuiti
The Story: $9 billion in sales. That’s how much consumers are projected to spend from Thanksgiving Day through Cyber Monday, according to Adobe Data. And with Amazon’s recent push in Google Shopping investment, it’s imperative your Shopping & text ad campaigns are optimized and efficient to compete against the likes of Amazon.
Don’t Miss Out - Pitch your last minute Google Shopping, text ads, and product feed questions to our in-house retail search experts to ensure you crush your holiday season goals.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Advanced Audience Targeting. PRESENTATION: Advanced Audience Targeting Making The Most Of Your Audiences - Given by Amy Bishop, @hoffman8 - Clix Marketing, Director: Audits, Outbound, Training. #SMX #24B
How to Spur Growth & Efficiency Gains with Dynamic Search AdsTinuiti
In this 60 minute Dynamic Search Ads webinar, CPC Strategy’s Paid Search Manager, Lewis Brannon, will dive into advanced DSA strategies that will drive traffic & increase campaign build-out efficiency.
Why Omnichannel Selling Is Now Tablestakes In EcommerceTinuiti
Topics Discussed:
Why omnichannel is a must in 2017
How do you choose which platform to focus on (they vary by company!)
How your internal data will drive your external decisions
Unconventional methods of omnichannel growth on conventional channels
Live Q&A
Convert web-browsing window shoppers into YOUR satisfied customers.
Join our experts, as they walk you through the PPC Playbook to converting prospects with 11 effective techniques.
You'll learn:
- How to determine the appropriate offer for each stage of the funnel
- How to seamlessly integrate paid social with paid search to achieve success
- Why remarketing is the perfect complement to any nurture effort
Are you maximizing on the amazing opportunity to grow your business with paid search advertising?
Join our expert, Mark Irvine as he walks you through the 6 Fundamental Skills every advertiser will need in order to start profiting from this type of marketing.
You'll learn how to:
- Use keyword managment strategies to attract the most valuable traffic to your site
- Adjust bids to ensure you're only spending budget on relevant searches
- Target your ideal audience with the appropriate messaging
Web Marketing Academy India brings you the monthly series of Digital Marketing Training Programs for public in Bangalore. For more details visit: www.webmarketingacademy.in
The State of Amazon’s Brand Gating Policy & ProtectionTinuiti
While many Amazon sellers are already aware of Amazon’s new Brand Gating Policy, there is still much uncertainty & rumors swirling about Amazon’s supposed intentions and future plans. We’ve brought in 3 industry experts to shed some light on what’s true, what’s false and what you can expect as a brand on the marketplace.
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
During the holiday shopping season, brand advertisers know they need to be everywhere their shoppers are in the buying journey. There aren’t many channels out there that allow advertisers to achieve this, but Facebook advertising is one of them.
Facebook advertising has the power to increase products awareness, drive conversions, maintain customers & maximize bottom-line revenue.
Driving organic traffic to your site but not seeing enough conversions? Then your content might not be meeting the users’ needs.
To drive conversions, you need to know what your leads are searching for and deliver engaging content that resonates to them.
Register now for the next sponsored Search Engine Journal webinar.
Anna Charity, Senior Product Marketing Manager at CallRail, will share three ways you can use your own customer data to drive more qualified, high-converting leads.
In this presentation, you will learn:
- Why you need to care about customer intent.
- What messaging actually resonates and drives a lead to call, text, chat, or submit a form to your business.
- Actionable tips to boost lead quality with SEO user intent.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: How Email Marketing Is Revolutionizing Paid Search. PRESENTATION: Miss Cleo Sees the Future of Email Marketing - Given by Cleo Hage, @therealmisscleo - WordStream Inc, Paid Search Strategist. #SMX #13B2
7 Quick Steps to Decoding Your Competitors' SEM Strategysemrush_webinars
Gene Glaeser of 360 Partners presents on how to analyze your competitors' strategy. Topics include:
-Deciphering a company’s search strategy or lack thereof
-Understanding the strengths and weaknesses of your competitor
-Defining the gaps in your own search strategy
-Improving visibility
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: What's New With Markup & Structured Data. PRESENTATION: What's New With Markup & Structured Data - Given by Tony Edward, @tonyenyc - Elite SEM, Senior SEO Manager. #SMX #22A1
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Keyword Research & Copywriting For Search Success. PRESENTATION: Taking Your Content To The Next Level - Given by Christine Churchill, @keyrelevance - KeyRelevance, President. #SMX #11D
The key to getting ahead in AdWords is knowing who your competition is, and how to win customers before they do. Our experts will cover everything you need to know to build a competitive campaign that will land you customers - every time.
Our live webinar will cover:
- How to identify your biggest competitors within any industry
- What makes a competitive campaign differ from a branding campaign
- The best way to use ad copy to gain the competitive advantage
Using Alpha / Beta … Build-out
campaigns by geo, day parting,
product, budgets, profit margins and
more. Bottom line is “workflow
efficiency”. Do you have the
manpower or not?!
Restructure your account… split,
merge, skag, skam, but do it all with
purpose and attention to detail.
PPC is an art and a skill worth
mastering!
Breaking news!!
Google is announcing their latest round of AdWords products, features and research, and we want to help you understand what's coming. Our founder, Larry Kim, will attend the announcement in person and will break down everything you need to know in regards to these changes so that you are fully prepared for them.
Join the webinar to learn:
-How these changes will impact your account
-What these changes really mean for you
-The best way to take full advantage of the changes
Discover the 3 Key Elements of High Revenue-Generating Digital Marketing Cam...semrush_webinars
Building a Digital Marketing Campaign takes good planning and a precise execution which can take up a lot of your time and energy. And let’s face it…to be effective online you have to be fast at building these high converting campaigns, launching them, testing them and improving them without hassle.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: PPC Hacks, Tips, & Tricks - How To Optimize Your Time. PRESENTATION: 10 PPC Hacks, Tips and Tricks to Optimize Your Time - Given by Kim Thomas, @PPCkimpossible - Wheelhouse Search, Director of Digital Advertising. #SMX #24C1
From the SMX West Conference in San Jose, California March 21-23, 2017. SESSION: Fun (And Profit!) With Dynamic Ads. PRESENTATION: Stop Being Boring: Take Your DSA Strategy to the Next Level - Given by Michelle Morgan, @michellemsem - Clix Marketing, Director of Client Services. #SMX #13B
Ask The Experts: Out-competing Amazon on the Google SERP Over Black FridayTinuiti
The Story: $9 billion in sales. That’s how much consumers are projected to spend from Thanksgiving Day through Cyber Monday, according to Adobe Data. And with Amazon’s recent push in Google Shopping investment, it’s imperative your Shopping & text ad campaigns are optimized and efficient to compete against the likes of Amazon.
Don’t Miss Out - Pitch your last minute Google Shopping, text ads, and product feed questions to our in-house retail search experts to ensure you crush your holiday season goals.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Advanced Audience Targeting. PRESENTATION: Advanced Audience Targeting Making The Most Of Your Audiences - Given by Amy Bishop, @hoffman8 - Clix Marketing, Director: Audits, Outbound, Training. #SMX #24B
How to Spur Growth & Efficiency Gains with Dynamic Search AdsTinuiti
In this 60 minute Dynamic Search Ads webinar, CPC Strategy’s Paid Search Manager, Lewis Brannon, will dive into advanced DSA strategies that will drive traffic & increase campaign build-out efficiency.
Why Omnichannel Selling Is Now Tablestakes In EcommerceTinuiti
Topics Discussed:
Why omnichannel is a must in 2017
How do you choose which platform to focus on (they vary by company!)
How your internal data will drive your external decisions
Unconventional methods of omnichannel growth on conventional channels
Live Q&A
Convert web-browsing window shoppers into YOUR satisfied customers.
Join our experts, as they walk you through the PPC Playbook to converting prospects with 11 effective techniques.
You'll learn:
- How to determine the appropriate offer for each stage of the funnel
- How to seamlessly integrate paid social with paid search to achieve success
- Why remarketing is the perfect complement to any nurture effort
Are you maximizing on the amazing opportunity to grow your business with paid search advertising?
Join our expert, Mark Irvine as he walks you through the 6 Fundamental Skills every advertiser will need in order to start profiting from this type of marketing.
You'll learn how to:
- Use keyword managment strategies to attract the most valuable traffic to your site
- Adjust bids to ensure you're only spending budget on relevant searches
- Target your ideal audience with the appropriate messaging
Web Marketing Academy India brings you the monthly series of Digital Marketing Training Programs for public in Bangalore. For more details visit: www.webmarketingacademy.in
The State of Amazon’s Brand Gating Policy & ProtectionTinuiti
While many Amazon sellers are already aware of Amazon’s new Brand Gating Policy, there is still much uncertainty & rumors swirling about Amazon’s supposed intentions and future plans. We’ve brought in 3 industry experts to shed some light on what’s true, what’s false and what you can expect as a brand on the marketplace.
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
During the holiday shopping season, brand advertisers know they need to be everywhere their shoppers are in the buying journey. There aren’t many channels out there that allow advertisers to achieve this, but Facebook advertising is one of them.
Facebook advertising has the power to increase products awareness, drive conversions, maintain customers & maximize bottom-line revenue.
Driving organic traffic to your site but not seeing enough conversions? Then your content might not be meeting the users’ needs.
To drive conversions, you need to know what your leads are searching for and deliver engaging content that resonates to them.
Register now for the next sponsored Search Engine Journal webinar.
Anna Charity, Senior Product Marketing Manager at CallRail, will share three ways you can use your own customer data to drive more qualified, high-converting leads.
In this presentation, you will learn:
- Why you need to care about customer intent.
- What messaging actually resonates and drives a lead to call, text, chat, or submit a form to your business.
- Actionable tips to boost lead quality with SEO user intent.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: How Email Marketing Is Revolutionizing Paid Search. PRESENTATION: Miss Cleo Sees the Future of Email Marketing - Given by Cleo Hage, @therealmisscleo - WordStream Inc, Paid Search Strategist. #SMX #13B2
7 Quick Steps to Decoding Your Competitors' SEM Strategysemrush_webinars
Gene Glaeser of 360 Partners presents on how to analyze your competitors' strategy. Topics include:
-Deciphering a company’s search strategy or lack thereof
-Understanding the strengths and weaknesses of your competitor
-Defining the gaps in your own search strategy
-Improving visibility
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: What's New With Markup & Structured Data. PRESENTATION: What's New With Markup & Structured Data - Given by Tony Edward, @tonyenyc - Elite SEM, Senior SEO Manager. #SMX #22A1
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Smarter SEM Attribution. PRESENTATION: All The Small Things: Adding Content to SEM Reporting - Given by Timothy Gillman, @timgillmandrums - Portent Inc, Analytics Strategist. #SMX #33C
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Rethinking Conversion Optimization. PRESENTATION: Rethinking Conversion Optimization - Given by Khalid Saleh, @khalidh - Invesp, CEO. #SMX #32C3
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Location Targeting: The Benefits Of Thoughtful Segmentation. PRESENTATION: Location Targeting: The Benefits Of Thoughtful Segmentation - Given by Kevin Fleming - Red Ventures, Paid Search Associate. #SMX #31B3
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Adaptable Content: The "New Organic" SEO. PRESENTATION: Leveraging Search to Create A Unified Customer Experience - Given by Laura Ann Mitchell, @intel - Intel, Laura Ann Mitchell. #SMX #31A3
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: The New 1+1=3: Using Search Marketing To Amplify TV Buys. PRESENTATION: Using Search Marketing To Amplify TV Buys - Given by Kerry Curran, @KSCdigitalimpulse - Catalyst, Sr. Partner, Managing Director, Marketing Integration. #SMX #23C1
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: SEO & Social: Let's Dance!. PRESENTATION: Head + Heart: Integrating Search and Social to Reach Your Consumer - Given by Maggie Malek, @magsmac - MMI Agency, Head of Social Media. #SMX #13A
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Your Retargeting Sucks (But It Doesn't Have To!). PRESENTATION: Your Retargeting Sucks (But It Doesn't Have To!) - Given by Elizabeth Marsten, @ebkendo - CommerceHub, Director of Paid Search. #SMX #31B2
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.
64.6% of online consumers click a Google Ad when researching an item to buy online. If you're not advertising on Google, or your ad doesn't stand out – you're missing a HUGE opportunity!
In this free webinar, WordStream Founder and CTO Larry Kim shares his 10+ years of PPC experience condensed down into a 60 minute workshop; teaching you the Ultimate Introduction to Pay-Per-Click (PPC) Advertising.
So, what makes this intro to PPC so different and what will you learn?
- Most PPC content on the web is old and outdated. Larry shares NEW tips and tricks that will help you kick start your PPC campaigns (or refresh your current ones)
- Larry's "outside the box" approach to teaching PPC will change the way you think about your AdWords campaigns. He shares tons of real-world examples so you can walk away from the webinar and start testing today!
- Learn the tricks Google doesn't want you to know – and meet your ultimate PPC secret weapons!
Watch this webinar now to get exclusive AdWords training that will change your strategy forever. This is the only Intro to PPC you'll ever need!
Here are some additional FREE resources to help you succeed at PPC...
AdWords Performance Grader\
www.wordstream.com/google-adwords
AdWords Landing Page Grader
www.wordstream.com/landing-page
In the world of PPC, getting clicks is only half the battle - the other half is getting those visitors to take the next step and actually convert to customers. In this webinar, WordStream's Founder & CTO Larry Kim and Lead Analyst Mark Irvine reveal simple strategies guaranteed to TRIPLE your conversion rate. You'll learn:
-Features of top converting PPC campaigns
-Conversion rate benchmarks for top industries
-Precise impact of Quality Score on Cost Per Action
-Easy conversion rate experiments to send your conversions sky-high!
Watch it now and arm yourself with the tools needed to launch your conversion rate to infinity – and beyond!
For more information, please visit www.wordstream.com.
How AdWords Really Works
Winning at AdWords the Weird Way
Tips for Writing Killer Ads
Tips for Writing Crazy Offers
Hacking the Google Display Network
Key Trends Influencing PPC Marketing in 2015!
SearchLove London 2016 | Larry Kim | Ten CRO Truth Bombs that will Change You...Distilled
You can increase conversion rates by A/B testing on-page elements like design, images, copy, UX, etc. But what if there was a different way that yielded 10x more conversion leverage and didn’t even involve touching a landing page – but instead focused on influencing the right people before and after they visit your site. Learn how new marketing technologies are rendering conventional CRO thinking obsolete.
Cro truth-bombs-searchlove-london-october-2016-larry-kimLarry Kim
10 Conversion Rate Optimization (CRO) Truth Bombs That Will Forever Change Your Approach to Marketing. Larry Kim's Presentation at Searchlove London 2016.
Our world is full of endless distractions: videos, special offers, articles, the list goes on. So, how do you make sure your content reaches your audience and grabs their attention?
During this webinar, content marketing expert Steve Rayson will share insights gained from analyzing a million headlines, across a range of publications, to discover what phrases amplify content and drive conversions.
And if that's not enough, advertising fanatic Larry Kim will show you how to use this data to craft click-worthy ad copy to use across paid search and social to increase click-through rates and significantly decrease cost-per-click.
Register now to hear this marketing dynamic duo crack the code on engagement.
You'll learn:
-What type of copy performs best on Facebook, Twitter, and Search
-How to curate attention-grabbing, engaging content
-What components make up a powerful headline
HOW TO WIN FRIENDS, INFLUENCE PEOPLE (AND DOUBLE YOUR LEADS) WITH CONTENT REM...HubSpot
You built the content, they came, yet few ended up converting into leads or sales. Now what? This session will cover remarketing strategies designed to DOUBLE the number of conversions generated from your content marketing efforts. We’ll cover insanely powerful audience segmentation, targeting, bidding tactics for the top venues where your customers hang out: YouTube, Twitter and Facebook. We’ll also cover strategies for supercharging brand recall and content engagement metrics.
Are you hungry for Google's secret sauce? Well look no further! We have brought together two of the biggest names in the industry for a FREE live webinar! If you want to get a taste, join us as Larry Kim from Wordstream and Bryan Todd from Perry Marshall disclose a unique twist on AdWords with our session; “Totally Insane Strategies to Triple your Click-Through Rate”.
Your website is your online storefront, where visitors can learn more about your offerings, build trust in your brand, and eventually become leads and customers.
But having a beautiful, easy-to-navigate site isn’t going to gain you more customers if no one can find your site in the first place.
In fact, 61% of marketers say their biggest challenge is generating qualified traffic and leads.
Check out these webinar slides to learn:
• Ways to drive qualified traffic to your site – both free and paid tactics
• The importance of setting goals and measuring website traffic
• Why website traffic is important
Our experts analyzed data from nearly 20,000 search ad campaigns from business of all types and sizes in North America, to bring you real results from 20+ of the top industries.
We’ve removed the complexities, making it so simple for you to see where you stand against your direct competitors in the most critical performance metrics including:
• Average cost per click
• Average click-through rate
• Average cost per lead
• Average conversion rate
Check out these webinar slides to gain access to the exclusive data you will not find anywhere else.
Lead generation marketing plays a critical role in expanding and promoting your business. But with millions of free resources and offers competing for attention online, acquiring new leads and turning them into paying customers can feel like a never-ending challenge.
So, what’s the best way to capture and engage your target customers in an extremely crowded online space? Check out these webinar slides to learn:
- How to find the best types of promotions for every industry that maximizes your ROI.
- How to use promotions to convince your prospects to take action.
- How to grow your email and mobile database, social followers, website traffic, and foot traffic.
We’re seeing many of the Google Ads trends and changes we predicted come to life as we approach the mid-way point in the year.
So how can you learn from your Google Ads performance so far to maintain growth through the rest of 2022?
We’ve got the info you need to get over the half-way hump and finish the year strong! Check out these webinar slides to learn:
• How to audit your 2022 Google Ads performance so far
• Data and insights to help maintain ROI through the second half of the year
• New Google Ads tips to capture and nurture leads
Social media is a game – each site has its own playbook and cheat codes, and you can’t use the platforms aimlessly if you want to win more leads and customers!
Since each site is different, how does your business outmaneuver the competition in a space that seems so familiar?
Check out these webinar slides as we break down the winning elements of each social media network including Facebook, LinkedIn, and Twitter, PLUS a special Snapchat guest to cover it all.
You can’t make data-driven decisions without data – but how do you know which data really matters? And how do you turn that data into meaningful insights you can actually act on, today?
We’ve been doing this for more than a decade, so we understand your biggest reporting and analysis challenges. Check out these webinar slides as we reveal our secrets to better track your marketing performance. You'll learn:
• What IS a good marketing ROI?
• The 4 key marketing metrics to focus on this year.
• Your best marketing strategies for 2022 and the metrics that matter for each.
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
So what’s new, what’s tried-and-true, and what’s best for YOU in 2022? Check out these webinar slides to learn:
- The 14 best marketing channels of 2022.
- How to decide which ones are best for your business.
- Practical tips to succeed on each one.
Find out what you need to toss, keep, or add to your marketing mix this year so your business can look, feel, and perform its best.
The clock’s ticking to finalize your 2022 marketing strategy, but what worked this year may not be best next year! In a world of constant changes, how do you prepare?
Whether you’ve already created a plan or are trying to scrape one together, check out these webinar slides to:
• Identify the best marketing channels for your business
• Come up with creative ideas to attract customers
• Create an achievable budget and plan
Our experts have just finished putting the finishing touches on our highly anticipated 2021 search advertising industry benchmarks, which includes real data from 20 of the top industries.
With data straight from Google and Microsoft, you'll be able to find out where you stand against your direct competitors in the most critical performance metrics including:
- Average cost per click
- Average click-through rate
- Average cost per lead
- Average conversion rate
What’s great about PPC is that you only pay when someone clicks on your ad. The bad news is that you are paying for every click, and this can get expensive — scary-expensive!
Check out these webinar slides as we share 13 Scary-Good Ways to Lower Your Cost Per Click in Google & Facebook Ads. You’ll learn:
- Average CPCs in 2021 for the top five PPC platforms.
- 13 platform-specific tips to lower your CPC.
- The one mistake you should avoid with CPCs.
Google's at it once again, unleashing a slew of big changes to its advertising platform in recent months.
This means you'll have some exiting new features to enhance your digital marketing strategy, but you’ve got some learnin’ to do!
Don’t sweat it, we got your back. Check out these webinar slides to learn:
• Big changes happening to Expanded Text Ads.
• What’s the deal with Google’s new “monthly spend limit”
• Insights into new ad policies, and much more!
With consumers spending over 8 hours a day online, a strong online presence is crucial for any business that wants to survive today. But the definition of “strong” may not be what you think!
In these webinar slides, we’ll unpack what a strong online presence really means and show you how to get there. You’ll walk away knowing how to:
- Increase your visibility in search engines, directories, and social media sites.
- Achieve a credible online appearance and reputation.
- Build, engage, and convert your audience into happy customers.
It’s no use trying to outrank big companies with massive budgets, right? WRONG! With the right SEO and PPC tactics, you absolutely can. But it’s not just a matter of choosing one or the other. To get more traffic to your site that you can convert into customers, you need both.
Check out these webinar slides to learn:
• Why you need to integrate your SEO and PPC strategies.
• How to combine them to rank higher in search results.
• How to allocate budget between SEO and paid media campaigns.
To scale and grow your digital marketing agency, you need to offer more to your clients. Easy right? Not so fast.
Do you spend more money and time hiring and training staff to support new services, or do you risk quality of work by bringing in independent contractors?
Check out these webinar slides to learn clever, time-saving ways to expand your agency offerings and increase profits. You’ll also learn how to:
• Fill gaps that are hurting your revenue.
• Gain and retain quality clients.
• Use a secret swiss army knife of targeting tools not seen anywhere else.
Google search ads allow you to reach people who are actively looking for your product or service. But what about all the people who aren’t searching? The best way to get in front of this audience at minimal cost is through the Google Display Network (GDN).
Check out these webinar slides to learn:
• A clear picture of Google Display ads and their benefits.
• How to setup a Google Display campaign.
• Ad types, image sizes, costs, and targeting parameters.
• How to target even more audiences outside of the GDN.
With its level of sophistication and complexity, Facebook advertising is already overwhelming. Sprinkle in constant changes and policy updates, and how do you keep up? Over the past few months, there have been several major changes to the Facebook platform that you should know about.
Check out these webinar slides to learn what these changes are and how to make sense of everything.
You’ll learn:
• The 5 major changes, including those related to the Apple iOS 14 update.
• The effects these changes could be having (positive and negative) on your accounts.
• How to adapt your marketing strategy to continue seeing success on Facebook.
Check out these webinar slides learn actionable ways to combat the increase of online viewers against the flatline of Facebook advertising. You’ll learn:
- How to reimagine ad engagement for where your consumers are today.
- How to keep your ads fresh and up to date.
- How to strategically serve your ads at the most relevant times.
- And more!
Every day, people watch 5 BILLION videos on YouTube.
With so much viewership, advertising on YouTube should be a no-brainer to reach new customers. But with the platform’s competitive landscape, how do you make your ads “unskippable”?
Check out this webinar to learn the secrets for compelling video ads that will captivate and convert your audience. You’ll also learn:
- How to build a strong affinity for your brand.
- How to create content that spreads brand awareness.
- How to generate more top-of-funnel leads.
Facebook advertising is overwhelming.
That’s why we’ve simplified it into the most informative, easy-to-understand Facebook ad training session on the face of the earth!
Learn everything you need to know for successful Facebook advertising in 2021, including:
- The different Facebook ad types and when to use them.
- How to leverage data to outperform your competitors.
- How to use your ads to expand your reach and increase engagement.
Whether you’re starting your first campaign or looking to improve an existing one, you’ll walk away from this webinar with 21 easy-to-implement tips to lock in Facebook ad success.
More from Internet Marketing Software - WordStream (20)
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
zkStudyClub - Reef: Fast Succinct Non-Interactive Zero-Knowledge Regex ProofsAlex Pruden
This paper presents Reef, a system for generating publicly verifiable succinct non-interactive zero-knowledge proofs that a committed document matches or does not match a regular expression. We describe applications such as proving the strength of passwords, the provenance of email despite redactions, the validity of oblivious DNS queries, and the existence of mutations in DNA. Reef supports the Perl Compatible Regular Expression syntax, including wildcards, alternation, ranges, capture groups, Kleene star, negations, and lookarounds. Reef introduces a new type of automata, Skipping Alternating Finite Automata (SAFA), that skips irrelevant parts of a document when producing proofs without undermining soundness, and instantiates SAFA with a lookup argument. Our experimental evaluation confirms that Reef can generate proofs for documents with 32M characters; the proofs are small and cheap to verify (under a second).
Paper: https://eprint.iacr.org/2023/1886
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
1. CONFIDENTIAL – DO NOT DISTRIBUTE 1
Debunking AdWords Myths
and Other Dogma
Larry Kim, Founder/CTO, WordStream
June 12, 2014
@larrykim
2.
3. What’s a Low CTR Strategy?
a) “Broader Keywords” –
Navigational/Informational/
Ambiguous Intent (e.g.:
“Web Development”)
b) “Fewer Clicks” –
Discouraging people from
clicking on ads, or going
after lower ad positions
Larry Kim (@larrykim) #wordstream
4. CONFIDENTIAL – DO NOT DISTRIBUTE 4
Pick the Red
or Blue Pill
Warning:
Data Ahead!
5. Low CTR Used to Generate High Profits!
• Google Has
Changed
• Old Strategies
Need to be
Revisited!
Larry Kim (@larrykim) #wordstream
28. Even Low CTR Keywords Get High QS!!!
Larry Kim (@larrykim) #wordstream
29. But I REALLY NEED my Low CTR Keywords!
–Use RLSA!
–Informal Google
Analysis of Regular
Search Ads vs. RLSA
Search Ads:
• 2.5x Avg. CTR,
• ½ Avg. CPC
• ~1.5x higher Quality
Score.
Larry Kim (@larrykim) #wordstream
30. So How The Heck do I Scale Paid Search?
Larry Kim (@larrykim) #wordstream
31. Quick Recap
1. Above Average CTR
Keyword/Ads = Great
Success.
2. Below Average CTR
Keyword/Ads = Train Wreck
3. So … Delete the bottom
third of your account and
re-deploy that spend to
remarketing
Larry Kim (@larrykim) #wordstream
32. Average CPA’s for Search & Display, by Industry
Larry Kim (@larrykim) #wordstream
33. A Quick Note On Averages!
Larry Kim (@larrykim) #wordstream
34. Summary
• It’s hard to win at
AdWords with
Below Avg. CTRs
• Look to Display
Remarketing to
Scale AdWords
Campaigns
Larry Kim (@larrykim) #wordstream
35. THANK YOU SMX!!
Download Slides From Here:
http://bit.ly/just-say-no-to-low-ctr
Let’s Connect! (lkim@wordstream.com)
• Linkedin:
https://www.linkedin.com/in/larrykim
• Twitter: @larrykim
• G+: +larrykim1
Larry Kim (@larrykim) #wordstream
Editor's Notes
In my presentation today we’ll be talking about paid search strategies. Specifically, I’ll try to convince you that pursuing a low CTR strategy or bidding to a particular position is on average, a losing bet.
First let’s define what I mean by a “low CTR strategy” in paid search which I think broadly speaking, falls into two categories:
The first has to do with going after broader keywords within your niche – you know, the keywords with stubbornly low click through rates. For example, keywords with informational, navigational or ambiguous search intent and thus tend to suffer from stubbornly low click through rates.
Second category is where you employ a strategy to reduce clicks on your ads by either going after lower ad positions or sabotage your ad copy with to discourage unqualified buyers to click on your ads.
Now guys just a quick warning here. I’ve got like 40 data-packed slides and just 15 minutes to go through them so try to keep up! After all, this is SMX advanced not SMX beginner.
A few years ago, I think pursuing either of those tactics would have worked out very well for you. I’d argue that successful companies like ebay were built by using the low CTRs strategy. There definitely was a time when it was a highly effective strategy. But over the last few years I think things have changed and as a result I believe that it’s time that SEMs adjust their strategies.
The first big change I’ve noticed is that Google expects way more performance from your ads. They’ve raised the bar in terms of the quality they expect from your ads. Here I’m showing some research into expected click through rates across a few thousand advertiser accounts and found that the average click through rates for any given ad position is much higher than you might expect -- and keeps trending even higher. So why should you care?
It’s because I’ve reverse engineered the Quality Score equation –I don’t have time to go into everything but the key finding was that Quality Score is essentially just a matter of beating the expected click through rate. So, for the rest of the presentation, a “low quality score ads” refers to an ad whose click through rate falls are below google’s expected, average click through rates for a given ad position.
Quality Score matters more and more every day. Over the last 2 years has been quietly changing how the ad auction works. They haven’t announced this but we notice it based on our internal research. Basically, today the average quality score is just 5 / 10 whereas 4 years ago, the average quality score was 7/10.
As average quality scores drop, the value of having an above average quality score in terms of the discount on cost per click is 200% more than it used to be. The following table shows the huge discounts and penalties that are applied to your cost per click based on your average quality scores.
Part of the logic behind the low CTR strategy is that by lowering your Click through rate, you’ll lower your costs. Like this dawson creek guy – he doesn’t want high click through rates because that means he’ll have to pay for more clicks. But the reality is that the up to 400% low click through rate quality score tax imposed by google that you’ll end up paying for fewer clicks at dramatically higher prices. You’re much better off being very picky in your keyword selection targeting options and trying to get as high a CTR as possible.
Another rather huge issue with the low CTR strategy has been quietly raising the bar for the quality of ads they want to show in search results. Again, here’s some new research that we’ve done that shows the exact relationship between quality score and impression share. The key takeaway here is that for every 1-point increase or decrease in Quality Score, you can expect on average to gain or lose an average of 9% impression share.
I’ve heard people say that it’s not possible to get high quality scores in your specific industry (as if google has a personal grudge against you and your industry). Keep in mind that quality score is based on beating an expected average click through rate for a given ad position. So by definition, in any industry, essentially around half of the accounts out there have above average quality scores, the other half don’t.
To prove this, I recently segmented average quality scores by industry and found that in all industries, there were (surprise surprise) both high and low average quality scores for every industry!
For example, I looked at specifically at B2B companies (the purple dots in this graph) and found that the calculations used to determine their Quality Scores weren’t a heck of a lot different from any other industry.
What about Finance Companies – the yellow dots in the graph? surely google must be out to get wall street? Again, not a huge difference compared to other industries.
Same with Ecommerce companies – the orange dots in this graph. Again, their quality score calculations were very similar to every other industry out there. So if you hear anyone say that It’s not possible to get a high quality score – I think that could be a bit of a cop-out – the problem could be their strategy.
So we know that quality scores which are based on click through rates – will dramatically increase or decrease your cost per click. But why should anyone care about cost per click? After all if you can sell products or services profitably at 100$ cost per click, who the heck cares what the cost per click is? Totally fair point.
The reason why you should care is because there’s a strong relationship between Cost Per Click and Cost Per conversion.
Meaning, the higher your cost per click, the higher your cost per conversion. We rand the numbers on hundreds of millions of dollars of ad spend. We found that the higher your CPC, the higher your average CPA. Or put another way, even if you’re running profitable PPC campaigns with high CPCs, it would be even more profitable if you could lower their CPCs by raising click through rates and quality scores.
Lots of people tell me: Larry, I Don’t WANT a high click through rate! I don’t want to be in position 1 or 2 and therefore pay for too many clicks. I’d rather be in position 3 or 4 or 5 because those positions somehow get fewer clicks and better conversion rates.
Guys, we looked at conversion rates of ads in the first position and second position and third position (etc.) and looked at thousands of accounts and found on average there was no relationship between conversion rate and average search position. So there’s nothing magical from a conversion rate perspective about position 3 or any other position for that mattter. Don’t take my word for it - Google has also published research that confirms no relationship between Avg. position and click through rate.
Ok so a friend of mine, sam owen pointed out to me that in one of his accounts, the ads labeled “free” have the highest click through rates (1.1%) but also the worst cost per conversion (!143.75)
So what the heck is going on here. My view is that what you’re seeing here is actually a keyword targeting issue or a landing page issue.
Alternatively it’s a Change the Keywords. Maybe free is a bad keyword we shouldn’t be going after. The key point here is that the high CTR strategy doesn’t mean to go after keywords that don’t make sense for your business
"Free" is resonating with searchers (they’re clicking) but they’re not converting. Try radically changing the offer? (like actually offering something of value that is free)
Let me give you an example of this
We’ve looked at conversion rates across thousands of accounts and found that the top 10% of advertisers across any industry have conversion rates that are 3-5x higher than the average advertiser out there and are absolutely killing it. But what we found was that the reason for their conversion rate success had almost nothing to do with their average ad position, and had everything to do with their landing pages (their offer, the guarantee, unique selling proposition, etc.) and also their keyword selection.
I call these landing pages unicorns because they’re a beautiful and rare thing. And I’ll show you how I created a unicorn of my own.
The new offer I created was an adwords report card. It just downloads some data in your adwords accounts and just benchmarks your adwords performance against your competitors. This new thing converts 4x better than the old offer, and the moral of the story here is that if you’re seeing high Click through rates and low conversion rates, it’s possible that this is just a symptom of some other problem – for example, your offer might just suck and need to be revisted.
I still haven’t convinced you of the futility of a low CTR strategy, I’ve saved my thunder for the end here. One of the most compelling reasons to drop the low CTR/Quality Score keywords and ads from your account is that they’re killing the rest your account.
Take a look at this crappy account here. The dots on the graph are the keywords in the account, which I’ve plotted based on the their click through rate and average ad position. See that yellow line there? keywords that are above the yellow line are beating the expected click through rates and keywords below the yellow line are below the expected click through rate.
Now, as you can see, there’s a bunch of keywords that are doing very well and are beating the expected click through rate, and there’s a lot more keywords that are failing to beat the expected CTR. So you’d expect to see a mix of both high and low Quality Scores, right?
Unfortunately that’s not the case here as you can see in the account’s quality score distribution. Notice how all of the keywords account are quality scores of 3,4,5 and 6. and they have no high quality score keywords of 7-10.
What’s happening here is that the low CTR/Quality Score Keywords reduce your campaign and account average quality scores and click through rates, which in turn, reduces the quality scores of all of the keywords in your account, including the good ones.
The reverse is also true. Look at how in this account, most of the keywords are beating the expected click through rate But some of the keywords are below the expected CTR curve, so you’d expect to see mostly high quality scores and a few low quality scores, right?
Wrong. Notice how every single keyword in this account has a quality score of 7 or 10, even the keywords with 0% CTR.
What’s happening is that by having so many above keywords with high average quality scores and click through rates raises the campaign and account average quality scores in your account, and in turn raises the quality scores of all the keywords in your account, including the bad ones!
For example, my boss or client gets mad if he does a search for something he thinks is relevant and doesn’t see our ads.
No problem. Use RLSA!
Google Analysis of My Customers comparing Regular Search Ads vs. RLSA targeted Ads:
2.5x Avg. CTR, ½ Avg. CPC, and 1.5x higher Quality Score.
RLSA = Guaranteed to Raise CTR/QS on even the most Stubbornly Low CTR Keywords
At this point you might ask, if I delete the crap keywords in my account, I’ll lose a good amount of my conversion volume. How do I make up for those lost conversions? My boss wants more conversions, not less conversions!
The answer is to lean on remarketing and other new display in-market targeting options to scale your paid search efforts.
Lets recap here. your above average QS keywords will have low CPCs, lower CPAs, higher impression shares etc.
Your below average keywords will be doing terrible and will be making it difficult for even your best keywords to succeed.
The idea here is to delete the bottom third of your search marketing campaign (basically the toxic stuff that is killing your account) and allocate this to display remarketing or in-market targeting display campaigns.
Here are some typical average CPA’s based on some customer data. Basically the strategy works because, Average Remarketing should beat below average Search, and because by deleting the bottom third of your account, you’ll be helping the rest of your account to be successful.
Just a note on averages. in my research here, I’m talking averages. if you happen to see one instance in your account where my advice isn’t working out here, that’s totally possible. What I am saying here is that on average, I promise you that strategies that I’ve outlined for you today will work more often than not.
Hopefully in my presentation I’ve convinced you to just no to low click through rates.
and to Instead consider use of remarketing and RLSA to scale your search marketing efforts.
Here’s the link to my presentation – lets connect on social media! Just mention that you attended SMX.