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The Top 10 Pay-Per-Click 
Advertising Hacks of All time! 
August 13, 2014 
Larry Kim, founder and CTO at Wordstream
Join the conversation on Twitter 
@thuelmadsen #KISSwebinar
Larry Kim – WordStream - @larrykim! 
! 
Larry Kim, founder and CTO of WordStream, has over 10 years of 
PPC experience, was voted the “Most Influential PPC Expert” two 
years running by the PPC Hero Blog and the “Most Influential 
Search Engine Marketer” according to marketing agency 3QDigital. 
Larry has been cited in over 10 thousand publications with over 10 
million views, is a columnist at Inc. Magazine, and is the #1 author 
for Search Engine Land journal in 2013. 
Your Presenter
Join the conversation on Twitter 
@larrykim #KISSwebinar
Agenda: Top 10 PPC Hacks of All Time 
1 Quality Score 
2 Insane Ads 
3 Bid Multipliers 
4 Mobile 
5 Remarketing 
6 RLSA 
7 In Market Segments 
8 Gmail Ads 
9 YouTube Ads 
10 First Mover Advantage
Poll Question 
How much are you spending on paid search per 
month?
Quality Score 
1
Impacts Ad Ranking 
Quality Score
Impacts Cost-Per-Click 
Quality Score
Impacts Impression Share 
Quality Score
Impacts Cost-Per-Conversion 
Quality Score
So… Get a High Quality Score! 
Quality Score
It’s Not All That Complicated. 
Quality Score
Just Beat Expected CTR 
Quality Score
Quality Score 
Crazy PPC Hack to Raise Quality Score 
• 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
Example Crap Account 
Quality Score 
Mix of above and below average keywords
Example Crap Account 
Quality Score 
Notice how the account has no high QS keywords!
Example Awesome Account 
Quality Score 
Mostly above average CTR, some below average
Example Awesome Account 
Quality Score 
Notice how the account has only high QS keywords!
Quality Score
How Quality Score is Calculated 
Quality Score
Insane Ads 
2
Most Ads Suck 
Insane Ads
Insane Ads 
Don’t Suck. Instead, Write “Emotional” Ads
This Ad Gets 6x Above Average CTR 
Insane Ads
Because Everyone Else Sucks 
Insane Ads
These Emotions Make People Click 
Insane Ads
Insane Ads
Bid Multipliers 
3
Segment By Time… 
Bid Multipliers
Location… 
Bid Multipliers
And Device… 
Bid Multipliers
Be Super Picky With Bid Multipliers 
Bid Multipliers
Mobile 
4
OMG! A Call Button. 
Mobile
Call Button Changes Everything 
Mobile 
Mobile 
Conversion Funnel 
1. Sees Ad 1. Sees Ad 
2. Clicks On Ad 
Desktop Search 
Conversion Funnel 
3. Visits Website Landing 
Page 
4. Lead Captured 
2. Calls Business 
3% Avg. 
Conversion 
Rate 
3. Lead Captured!! 
Calls to businesses are worth, on average, 3x more than clicks to websites!
Forget Mobile Sites 
Mobile
Search Impression share, by device 
Search Impression Share 
100% 
78% 
55% 
33% 
10% 
1 3 5 7 9 
Ad Position 
Desktop 
Mobile 
Tablet 
Key Mobile Tip! 
Mobile 
Much less 
likely to show 
on mobile vs. 
desktop
Remarketing 
5
Typical Conversion Rates Suck 
Remarketing 
~97% 
of people who visit a 
website leave without 
completing the actions 
marketers want them to 
take 
Your Site 
Your Ad 
70% 
of people abandon their 
shopping cart without 
completing a purchase
How Remarketing Works 
Remarketing
Remarketing
Massive Reach 
Remarketing 
Reach more users Reach them frequently On various pages 
Of the typical remarketing 
audience, find 
Reach them on between 
As they visit 20 or more pages 
on a typical day across 
10-18 days 
! 
…or more out of the month 
84% 
! 
…within a month 
5-10 !sites 
… of which all pages and 
sites have ad space available 
to Google Display Network buyers
Audience Definition Strategy 
Remarketing
Example Ads 
Remarketing
Impact on Repeat Visitor Rate 
Remarketing
Impact on User Engagement 
Remarketing
RLSA 
6
How Remarketing Works 
RLSA
Bring an Audience Dimension to Your 
Search Campaigns 
RLSA 
With remarketing lists for search ads you can… 
Segment past 
site visitors 
Optimize ad text, bids, 
and keywords to those 
segments 
Convert these site visitors 
as they’re searching for 
your product or brand 
on Google > >
In-Market 
Segments 
7
Target People Ready to Buy! 
In Market Segments
Gmail Ads 
8
Gmail Ads
Subject Line & Teaser 
Gmail Ads
Email Ad 
Gmail Ads
YouTube Ads 
9
YouTube True View Ads 
YouTube Ads
In-Video Ads 
YouTube Ads
Suggested Videos and Video Search 
YouTube Ads
First Mover 
Advantage 
10
First Mover Advantage 
Hundreds of New Features Per Year
First Mover Advantage 
Benchmark Your AdWords Campaigns and 
Landing Pages 
Grade Your AdWords Account Grade Your AdWords Landing Pages 
www.wordstream.com/google-adwords www.wordstream.com/landing-page
Questions? 
Thue Madsen! 
Marketing Associate! 
KISSmetrics! 
@thuelmadsen! 
tmadsen@kissmetrics.com 
Larry Kim! 
Founder and CTO! 
WordStream! 
@larrykim! 
lkim@wordstream.com
THANK YOU 
Larry Kim! 
WordStream

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